Nongshim Takes Shin Ramyun to India’s K-Pop Scene, Targeting Young Consumers
Nongshim is stepping up efforts to connect with India’s growing community of young K-culture fans by bringing its flagship Shin Ramyun brand directly into the country’s K-pop scene.The Korean food company said Thursday that it will participate in the HYBE INDIA Pop-Up Park, a K-culture event schedul
Korean food company Nongshim aims to connect with India’s young K-culture community by introducing its flagship Shin Ramyun brand to the country’s K-pop scene. The company will participate in the HYBE INDIA Pop-Up Park, a K-culture event happening in four Indian cities from mid-September, including Chennai, Kolkata, Chandigarh, and Kochi.
At each venue, Nongshim will set up a dedicated "Shin Ramyun Bunsik" booth where visitors can sample the instant noodles and engage in interactive activities. Organized as part of HYBE’s audition project in India, the pop-up events aim to combine K-pop fandom activities, creative experiences, and brand programs. Rather than relying on direct product sales, Nongshim focuses on allowing consumers to experience the brand in a cultural setting.
The company plans to build on the success of the first edition of the HYBE INDIA Pop-Up Park, where Shin Ramyun was offered for tasting and helped expand brand awareness organically through social media. Nongshim views India as a crucial market for its global growth strategy and positions Shin Ramyun as an accessible representation of Korean food culture, turning growing interest in Korean culture driven by K-pop into opportunities for consumers to experience the noodles firsthand.
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