Nongshim has named K-pop sensation aespa as the first-ever global brand ambassador for Shin Ramyun, signalling an ambitious push to elevate the instant noodle brand on the international stage.
The appointment sees aespa fronting the brand’s new slogan, “Spicy happiness in noodles”, while promoting Shin Ramyun’s signature taste, identity, and cultural appeal across key overseas markets.
A Nongshim spokesperson said aespa’s “strong cultural presence, authentic global reach, and ongoing engagement with Shin Ramyun and Chapagetti since 2021” made them an ideal fit for the brand’s next chapter of global expansion.
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Nongshim debuted a commercial starring aespa on its global YouTube channel, presented in a music-video style that highlights the group’s vocals, choreography, and artistic flair. The ad features a reimagined version of the 1997 Spice Girls hit Spice Up Your Life, infused with aespa’s signature style.
The film spotlights joyful consumer reactions while delivering the “spicy happiness” of Shin Ramyun. It also introduces a playful ‘Shin Ramyun dance’, with movements mimicking the noodle-making process and finger gestures representing each letter of “Shin”. The commercial will air across the US, China, Japan, Europe, and Southeast Asia.
In tandem, Nongshim will release an ‘aespa special package’ of Shin Ramyun. Multi-packs feature a group image of aespa, while individual packs highlight each member. The rollout begins in China this November, followed by a wider global launch including Korea.
Selected multi-packs will come with collectible photocards, handwritten messages, and QR codes linking to exclusive behind-the-scenes content. Nongshim is also planning branded pop-ups and in-store promotions across its global retail footprint.
“Shin Ramyun has always been a brand we enjoy in our daily lives, whether on broadcasts or during tours. We’re excited to move from enjoying the product to officially representing it, and we look forward to sharing its appeal with fans around the world,” said aespa in a statement seen by MARKETING-INTERACTIVE.
The push to globalise Shin Ramyun follows other international brand initiatives. In August, Nongshim teamed up with Netflix for a collaboration centred on the animated series K-Pop Demon Hunters, aiming to engage fans through the show’s diverse characters and immersive world-building.
As part of the partnership, Nongshim rolled out collaborative products featuring characters such as Lumi, Mira, Joy, SAJA BOYS, and DERPY the tiger on packaging for Shin Ramyun, saewookkang (shrimp crisps), and the upcoming ‘Shin Ramyun tumba all-purpose sauce’, which launched at the end of August. The collaboration extended beyond packaging, with limited-edition products inspired by the cup ramen enjoyed by Rumi, Mira, and Joy in the series, alongside digital campaigns, social media events, and offline pop-ups to engage fans worldwide.
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