Nongshim Ignites Times Square with 'K-Pop Demon Hunters' Collaboration Shin Ramyun Launch

Nongshim is capturing global attention with an exciting collaboration that’s set to thrill fans worldwide.

On the 18th, Nongshim successfully hosted a grand global campaign in New York's Times Square to commemorate the launch of Shin Ramyun, a special collaboration with the popular Netflix animated film <'K-Pop Demon Hunters'>.

At the heart of Times Square, a 'crossroads of the world' drawing approximately 450,000 visitors daily, Nongshim prepared a variety of engaging online and offline marketing activities allowing global consumers to directly taste and enjoy the Shin Ramyun brand.

Notably, Nongshim showcased its advertisement for the <'K-Pop Demon Hunters'> collaboration Shin Ramyun on a colossal digital outdoor advertising screen (DOOH) in Times Square. In addition to the digital billboard, Nongshim operated various themed booths for consumers to experience the Shin Ramyun brand firsthand.

The 'Food Zone' offered opportunities to taste Shin Ramyun Tumba and Shrimp Crackers via instant noodle cookers, allowing visitors to experience the popular 'Hangang Ramyun' culture. The 'Reward Zone' featured an instant photo booth with <'K-Pop Demon Hunters'> characters, while the 'Event Zone' hosted SNS follow events to give away Shin Ramyun and other prizes, extending the event's excitement online.

A Nongshim representative stated, "This campaign was designed as a festival for global consumers to directly taste and enjoy Shin Ramyun, going beyond simple digital advertising," adding, "Starting from New York's Times Square, we will actively communicate with consumers worldwide and vigorously promote Shin Ramyun's global slogan, ‘Spicy Happiness In Noodles’."

Meanwhile, Nongshim began a phased global rollout of the <'K-Pop Demon Hunters'> collaboration package, starting with Korea at the end of August. Sales commenced in North and South America, including the U.S., in mid-September, with plans to expand to European countries like the UK, France, and Germany, as well as Australia within the year.

Korean netizens are reacting enthusiastically, commenting, "Wow, Shin Ramyun in Times Square! That's incredible!", "I'm a fan of K-Pop Demon Hunters, so I'm really looking forward to this Shin Ramyun collab!", and "It seems Shin Ramyun is really popular overseas. I'm proud."