{
  "id": 5217317,
  "title": "Nongshim Takes Shin Ramyun to India’s K-Pop Scene, Targeting Young Consumers",
  "url": "https://urgent.news/2026/09/03/nongshim-takes-shin-ramyun-to-indias-k-pop-scene-targeting-young",
  "topic": "business",
  "section": "Business",
  "published": "2026-09-03T01:42:29.000Z",
  "source": {
    "name": "Korea IT Times",
    "slug": "korea-it-times",
    "url": "https://www.koreaittimes.com/news/articleView.html?idxno=156724"
  },
  "original_language": "en",
  "account": "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.",
  "summary": "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",
  "key_points": [
    "Korean food company Nongshim introduces Shin Ramyun to India's K-pop scene.",
    "Participates in HYBE INDIA Pop-Up Park across Chennai, Kolkata, Chandigarh, and Kochi.",
    "Focuses on experiential engagement rather than direct sales."
  ],
  "editors_take": "Nongshim’s foray into India’s K-pop scene with Shin Ramyun marks a strategic shift to tap into the country’s young K-culture enthusiasts and leverage their growing interest in Korean food culture.",
  "illustration": null,
  "coverage": {
    "outlets": 2,
    "also_reported_by": [
      {
        "outlet": "BusinessKorea",
        "title": "Nongshim Expands Shin Ramyun Push Across India",
        "url": "https://urgent.news/2026/09/03/nongshim-expands-shin-ramyun-push-across-india",
        "published": "2026-09-03T04:42:29.000Z"
      }
    ]
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}