Nongshim Taps K-Pop Sensation aespa as Global Ambassador for Shin Ramyun

Nongshim, a leading food company, has announced the appointment of the popular K-pop girl group aespa as the new global ambassador for its iconic Shin Ramyun. This strategic move aims to amplify the brand's global slogan, 'Spicy Happiness In Noodles,' across international markets.

This marks the first time Shin Ramyun, a staple of Korean cuisine, will have a dedicated global ambassador, with aespa set to spearhead promotional efforts focusing on the group's K-pop influence. The group will be instrumental in communicating the taste and value of Shin Ramyun to a worldwide audience.

Nongshim explained its decision by stating, "We believe aespa's ability to energize fans globally through their music aligns perfectly with the values of 'Spicy Happiness In Noodles,' an extension of our Korean slogan 'Stirring up a Lifetime.'" The company also noted, "aespa's organic engagement with fans regarding Nongshim products like Shin Ramyun and Chapaguri since 2021 positively influenced our decision."

To kick off this collaboration, Nongshim will release a new global Shin Ramyun advertisement produced in a music video format, highlighting aespa's unique strengths as K-pop idols. The ad visually translates the 'spicy happiness' of Shin Ramyun, showcasing the group's sophisticated vocals and performances alongside the joyful expressions of global consumers enjoying the noodles.

The advertisement features aespa performing a 'Shin Ramyun Dance' with three distinct choreography moves representing the steps of preparing the noodles: opening the package, adding water, and getting chopsticks ready. A playful element includes a choreography spelling out 'SHIN' with their fingers.

The new Shin Ramyun advertisement will be digitally distributed in key export markets, including the United States, China, Japan, Europe, and Southeast Asia.

In addition, Nongshim will launch 'aespa Special Packages' featuring images of the group members. The multi-packs will showcase a group photo, while individual packs will feature each member's portrait. These special editions are slated for a staggered release, starting in China in November, followed by Korea and other global markets in December.

Complementing the special packaging, Shin Ramyun and Shin Ramyun Tumba multi-packs will include photocard sets featuring aespa members' photos and handwritten messages. Offline promotional events are also planned at retail stores worldwide.

aespa expressed their excitement, stating, "Shin Ramyun has always been a brand we enjoyed in our daily lives, whether during broadcasts, world tours, or practice sessions. Now, as official ambassadors, we are thrilled to more actively share Shin Ramyun's appeal with global fans."

A Nongshim representative concluded, "Through aespa, we aim to further solidify Shin Ramyun's image as a representative K-food brand in the global market by leveraging the power of culture for 'Spicy Happiness In Noodles.'"

Fans reacted enthusiastically to aespa's appointment, with comments like "Our aespa finally modeling for ramen!" and "Can't wait to see the commercial!" flooding social media, expressing high anticipation for the collaboration.