Shin Ramyun leaves spicy impression at major Mexico City festival

Visitors sample Shin Ramyun at a promotional booth during the Campo Marte 26 festival in Mexico City, June 11. Courtesy of Nongshim

Thousands of festivalgoers in Mexico City are getting a taste of Korea's signature spicy noodles as Nongshim ramps up its overseas marketing push at one of the country's largest cultural events.

Nongshim said it is operating a Shin Ramyun promotional booth Thursday at Campo Marte 26, a major festival being held in Mexico City from June 11 to July 19.

The event combines Mexican food and cultural experiences, art exhibitions, concerts and fan activities, drawing large crowds from Mexico and abroad.

At the festival grounds, visitors can sample Shin Ramyun by using instant noodle cooking machines installed at the booth.

The company is also distributing hand fans featuring SHIN, the brand's mascot, to help attendees cope with the city's summer heat while strengthening familiarity with the brand.

Nongshim said it plans to further expand the visibility of Shin Ramyun by continuously airing promotional videos on large screens installed throughout the festival venue.

The company has already seen strong interest from visitors.

On Wednesday, the first day Nongshim operated a booth at the festival, more than 4,000 visitors stopped by to sample the instant noodles, according to the company.

The turnout underscored the growing appeal of Korean food among international consumers and offered Nongshim a high-profile opportunity to connect directly with potential customers from around the world.

A company official said the festival provides an ideal platform to communicate Shin Ramyun's "Spicy Happiness In Noodles" value to a global audience.

"The festival brings together consumers from many countries, giving us an opportunity to showcase the taste of Korea's representative instant noodles and continue raising brand awareness in global markets," the official said.

Nongshim said it will continue using large-scale international events to introduce Shin Ramyun to new consumers and strengthen the brand's presence in overseas markets.

This article was published with the assistance of generative AI and edited by The Korea Times.