Nongshim Unveils Global Campaign for Shin Ramyun Featuring aespa As First Brand Ambassador
Nongshim, a leading Korean food company, recently made headlines with the announcement of aespa as the first-ever global ambassador for their renowned instant noodle brand, Shin Ramyun. This collaboration marks a historic moment for the brand as it aims to elevate its global presence and communicate its unique message to wider audiences worldwide.
The partnership was officially announced on November 18, 2025, and accompanied by a visually stunning music video launched on Nongshim's global YouTube channel. The video features aespa performing their rendition of "Spice Up Your Life," a classic hit by the iconic British girl group, Spice Girls. Through this collaboration, aespa will bring their distinctive artistic flair and cultural relevance to Shin Ramyun's motto of "Spicy Happiness in Noodles."
The marketing strategy behind this initiative aims to leverage aespa’s strong cultural influence, which has resonated with audiences around the globe since their debut. A representative from Nongshim commented on aespa's natural fit for their brand, emphasizing their continuous collaboration over the years and the group's global reach.
To commemorate this partnership, Nongshim is launching a special edition of Shin Ramyun known as the "aespa Special Package". This unique packaging design will showcase both group photos of aespa as well as individual images of each member on the noodle packets. Initially set to be released in China this November, the package will also be available globally, including in Korea, soon after.
In addition to the innovative packaging, consumers will have the chance to collect exclusive items, including photocard memorabilia featuring written messages from the members and QR codes linking to behind-the-scenes content related to the campaign. This strategy not only enhances customer engagement but also reinforces aespa's connection with the brand fans.
Moreover, Nongshim plans to tap into various live promotional events and pop-up experiences worldwide, allowing fans to have a closer encounter with both the product and aespa. The group expressed their enthusiasm about this collaboration, stating, "Shin Ramyun has always been a part of our daily lives, whether during TV shows or while on tour. We are thrilled to go from enjoying the product to officially representing it and look forward to sharing its charm with our fans globally."
As the campaign unfolds, Shin Ramyun looks to establish itself further as a beloved global brand, effectively blending Korean culture and culinary tradition through the contagious energy of aespa. With notable marketing tactics, exciting product launches, and engaging digital content planned, fans and noodle lovers alike are in for an enticing treat as this campaign takes center stage internationally.
The partnership was officially announced on November 18, 2025, and accompanied by a visually stunning music video launched on Nongshim's global YouTube channel. The video features aespa performing their rendition of "Spice Up Your Life," a classic hit by the iconic British girl group, Spice Girls. Through this collaboration, aespa will bring their distinctive artistic flair and cultural relevance to Shin Ramyun's motto of "Spicy Happiness in Noodles."
The marketing strategy behind this initiative aims to leverage aespa’s strong cultural influence, which has resonated with audiences around the globe since their debut. A representative from Nongshim commented on aespa's natural fit for their brand, emphasizing their continuous collaboration over the years and the group's global reach.
To commemorate this partnership, Nongshim is launching a special edition of Shin Ramyun known as the "aespa Special Package". This unique packaging design will showcase both group photos of aespa as well as individual images of each member on the noodle packets. Initially set to be released in China this November, the package will also be available globally, including in Korea, soon after.
In addition to the innovative packaging, consumers will have the chance to collect exclusive items, including photocard memorabilia featuring written messages from the members and QR codes linking to behind-the-scenes content related to the campaign. This strategy not only enhances customer engagement but also reinforces aespa's connection with the brand fans.
Moreover, Nongshim plans to tap into various live promotional events and pop-up experiences worldwide, allowing fans to have a closer encounter with both the product and aespa. The group expressed their enthusiasm about this collaboration, stating, "Shin Ramyun has always been a part of our daily lives, whether during TV shows or while on tour. We are thrilled to go from enjoying the product to officially representing it and look forward to sharing its charm with our fans globally."
As the campaign unfolds, Shin Ramyun looks to establish itself further as a beloved global brand, effectively blending Korean culture and culinary tradition through the contagious energy of aespa. With notable marketing tactics, exciting product launches, and engaging digital content planned, fans and noodle lovers alike are in for an enticing treat as this campaign takes center stage internationally.
Topics Consumer Products & Retail）
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