Nongshim takes Shin Ramyun food truck to northeastern India

Korean food giant Nongshim has launched a Shin Ramyun food truck in northeastern India to bolster its presence in a market of 1.4 billion people, the company announced on Friday. The mobile food truck embarked on its journey on October 30 and will operate until November 22, making 20 stops across four cities: Guwahati in Assam, Shillong in Meghalaya, Aizawl in Mizoram, and Agartala in Tripura. These stops encompass university campuses and major residential and shopping districts.

Shin Ramyun, Nongshim's flagship spicy instant noodle brand, aligns with local Indian tastes, as the monsoon climate has popularized warm soups and noodle dishes. The northeastern region, where the truck is operating, is identified as a key area with a discernible preference for spicy food, a robust noodle culture, and a warm welcome for Korean pop culture.

Nongshim views the northeast as a region with a clear affinity for spicy cuisine and a strong noodle culture. The company highlighted the region's receptiveness to Korean pop culture, positioning the food truck as a strategic move to tap into this regional appetite. At the truck, customers have the opportunity to sample both the original Shin Ramyun and a creamier variant, Shin Ramyun Toomba, which draws inspiration from cream pasta. The noodles are prepared on-site during the tour.