#USA #New York #Nongshim #Shin Ramyun #KPop Demon Hunters

Nongshim Illuminates Times Square with Shin Ramyun

On October 21, 2025, Nongshim executed a spectacular global campaign at New York's Times Square to mark the launch of their popular Shin Ramyun, collaborating with the animated film 'KPop Demon Hunters' from Netflix. This prominent location, recognized globally as 'The Crossroads of the World' and frequented by over 450,000 visitors daily, served as the perfect platform to engage consumers in an immersive experience that highlighted the essence of the Shin Ramyun brand.

The campaign was unveiled through a massive Digital Out-of-Home (DOOH) billboard, drawing attention from passersby with picturesque visuals that showcased the unique collaboration. The event also featured vibrant themed booths designed for visitors to indulge in the distinct flavors of Shin Ramyun. In the Food Zone, attendees had the chance to sample Shin Toomba, made with an instant noodle cooker, offering a taste of Korea’s celebrated 'Hangang Ramyun' culture, accompanied by shrimp crackers.

In addition to tasting delicious samples, the Reward Zone provided instant photo booths adorned with characters from 'KPop Demon Hunters', allowing fans to capture memorable moments. The Event Zone engaged participants through social media interactions, where attendees could win prizes, including more Shin Ramyun products. A Nongshim representative highlighted the initiative, stating, "This campaign transcended traditional digital advertising, evolving into a festival where consumers internationally could partake in the enjoyment of Shin Ramyun. From the vibrant Times Square, we aim to maintain direct connections with consumers globally, actively promoting our slogan 'Spicy Happiness in Noodles.'"

Since late August, Nongshim has been gradually introducing the KPop Demon Hunters collaboration across the international market, starting in South Korea. By mid-September, sales commenced in both North and South America, including the United States, with plans for further extension into other countries. The brand also intends to unveil this collaborative product later in the year across major European markets, including the UK, France, Germany, the Netherlands, Switzerland, Italy, and the Czech Republic, as well as in Australia and New Zealand.

Nongshim’s innovative approach has not only reinforced its market presence but also interwoven the excitement of pop culture with culinary delight, creating unique opportunities for engagement and experiential marketing. As they look forward, the company remains focused on continuing to innovate and connect with consumers through thrilling campaigns and collaborations, solidifying Shin Ramyun's place within the global noodle phenomenon.