Nongshim Takes Shin Ramyun to India’s Northeast With Mobile Food Truck

Nongshim is intensifying its strategy to grow Shin Ramyun's presence in India, specifically in the northeastern region, through a mobile food truck campaign. The company plans to operate the food truck for about three weeks, from October 30 to November 22, visiting 20 locations in Guwahati, Shillong, Aizawl and Agartala.

The focus on northeastern India stems from the region's strong preference for spicy flavors and a well-established noodle culture, as well as the rising popularity of Korean pop culture among local consumers. India's monsoon climate is also a factor, with Nongshim expecting demand for hot broth-based and noodle dishes to create favorable conditions for Shin Ramyun, which is famous for its spicy broth.

During the campaign, the food truck will serve freshly prepared Shin Ramyun and Shin Ramyun Toomba, prepared using an instant noodle cooking machine. The company also offers on-site sales and discounts at nearby retail stores to encourage consumers who have tried the product to make a purchase. Furthermore, the campaign utilizes social media by inviting consumers to share photos of their visit, enter a roulette event, and benefit from content created by local influencers promoting the products.

As Nongshim expands its distribution network in India, the company aims to boost consumer familiarity with Shin Ramyun through a combination of product sampling, offline events, and digital marketing. The official behind the campaign states, "We expect this campaign to provide consumers in India who are familiar with spicy flavors and have a strong interest in Korean culture with a natural opportunity to discover the appeal of Shin Ramyun.

We will continue to expand the brand’s presence in India through marketing strategies tailored to the food culture and characteristics of each region."