A Giant Shin Ramyun Cup Floats Down the Thames, Bringing a Taste of Korea to London

On Monday evening, London commuters and tourists were treated to an unusual sight as a giant Shin Ramyun cup floated past some of the city's most iconic landmarks along the River Thames. Nongshim, the Korean instant noodle brand, brought the six-meter-tall installation as part of a new marketing campaign to introduce Shin Ramyun to a wider British audience.

The giant red cup began its journey at Royal Docks in the afternoon and passed through bustling areas like Tower Bridge and Southbank before reaching the London Eye and Big Ben. Along the way, the installation featured illuminated chopsticks, steam rising from the cup to give the appearance of freshly prepared hot Shin Ramyun inside, and a "Work done.

Day done. SHIN ME" message aimed at promoting relaxation after a long day. The campaign, which runs from August 10 to October 31, is part of Nongshim's broader strategy to strengthen its presence in the UK, where Korean cuisine and culture have gained increased visibility in recent years. Alongside the giant Shin Ramyun cup, the installation promoted Nongshim's "SHIN TO WIN" consumer campaign featuring scratch-off coupons in Shin Ramyun multipacks sold at major retailers such as Tesco, B&M, and Sainsbury's, offering cash prizes to winners.

The campaign showcases how Korean food brands are increasingly using experiential and visual storytelling to connect with consumers, rather than relying on conventional advertising. By transforming a familiar London landmark into a moving advertisement, Nongshim offers British consumers a new brand experience centered on enjoying a moment of relaxation with Shin Ramyun after a busy day.