#Japan #Popup Store #Enoshima #Shin Ramen #AOSHIO RESORT

Summer Fun at the SPICY HAPPINESS Popup Store in Enoshima!

This summer marks an exciting event for Shin Ramen fans as Nongshim Japan has opened the SPICY HAPPINESS popup store in collaboration with the largest beach house in Japan, AOSHIO RESORT, located in the popular Enoshima area. Running from July 11 to September 13, 2026, the store celebrates the 40th anniversary of Shin Ramen with a unique summer experience aimed at all noodle enthusiasts.

The grand opening event held from July 18 to 20 drew huge crowds, where approximately 1,000 lucky guests received free samples of a special collaboration menu featuring six exclusive dishes combining Shin Ramen and AOSHIO’s culinary delights. The vibrant red interior, perfectly matched to the 'spicy' theme, provided a picturesque backdrop for families and friends coming together to relish in the summer vibes.

Opening Event Highlights

During the opening weekend, attendees enjoyed not just sampling ramen but also engaging in fun activities. There was a dedicated space for a game called the '辛CUP IN CHALLENGE,' where participants had the chance to win Shin Ramen products. The excitement peaked on the first day when SHIN, the beloved brand character, surprised attendees with a guest appearance, contributing to the electric atmosphere of the event.

Exclusive Menu Offerings

The popup store features an impressive line-up of five unique offerings to fully immerse visitors in a delightful ramen experience:

1. Shin Ramen x AOSHIO Collaboration Menu: This special menu includes six summer-themed options, including 'Abura Soba', 'Tsukemen', and 'Seafood Champon', all designed to showcase new and exciting ways to enjoy Shin Ramen. Eating these dishes right by the beach is undoubtedly an extraordinary treat that amplifies the flavors and enjoyment.

2. Han River Ramen Experience: This interactive experience allows guests to choose from seven popular Nongshim noodle varieties to prepare their ramen using a specialized automatic cooking machine. Inspired by the outdoor ramen-making trend from the Han River in South Korea, participants can enjoy their freshly cooked noodles on the beach or terrace, enhancing the communal eating experience.

3. Nongshim Cup Noodles: The classic Nongshim cup noodles are available with five different trendy toppings. These include traditional hot water preparation noodles and innovative microwave-friendly options that are gaining popularity among fans.

4. Message Board: A special message board is set up for all visitors, allowing them to write down their impressions of the event or share their love for Shin Ramen. This space becomes a beautiful mosaic of memories, creating a sense of unity among participants as they read each other's comments and share the joy of the experience.

5. Photogenic Spots: Several spots throughout the venue feature giant sculptures, themed tables, and photo opportunities designed to create a tropical beach atmosphere reminiscent of a Korean resort. Visitors can capture their summer memories surrounded by iconic Shin Ramen decorations.

A Summer of Spicy Happiness

The essence of this popup event lies in Shin Ramen’s brand message, 'Spicy Happiness In Noodles'. It conveys the idea that the spice in ramen brings joy, creating beautiful memories around a bowl of noodles. As it celebrates its 40th anniversary, Shin Ramen aims to let visitors experience this happiness in the scenic setting of Enoshima this summer.

After a day of seaside fun, enjoying the distinctive 'umakara' (deliciously spicy) flavor of Shin Ramen with friends and family presents an extraordinary summer experience that differs from the usual dining at home.

Event Details

• - Duration: July 11, 2026 - September 13, 2026
• - Hours: 9:00 AM - 9:00 PM
• - Location: AOSHIO RESORT Beach House
• - Access: Approximately a 4-minute walk from Katase-Enoshima Station on the Odakyu Enoshima Line
• - Admission: Free

For more information about the event, you can find the official press release here.

Shin Ramen’s marketing motto, 'Spicy Happiness In Noodles', is more than just a slogan; it expresses the brand's commitment to delivering joyful experiences in noodle form to people around the world for decades to come. Nongshim Japan is excited to keep spreading this message and growing the beloved Shin Ramen community.