{
  "id": 5245607,
  "title": "Nongshim Expands Shin Ramyun Push Across India",
  "url": "https://urgent.news/2026/09/03/nongshim-expands-shin-ramyun-push-across-india",
  "topic": "business",
  "section": "Business",
  "published": "2026-09-03T04:42:29.000Z",
  "source": {
    "name": "BusinessKorea",
    "slug": "businesskorea",
    "url": "https://www.businesskorea.co.kr/news/articleView.html?idxno=276113"
  },
  "original_language": "en",
  "account": "Nongshim, a company experiencing rapid expansion in India, is ramping up its push for Shin Ramyun through immersive marketing strategies aimed at K-pop enthusiasts. The firm will join the \"HYBE India Popup Park,\" a K-culture festival set to take place in four Indian cities - Chennai, Kolkata, Chandigarh, and Kochi - commencing mid-September. This event is part of HYBE's local audition project and serves as a multicultural space where attendees can enjoy K-pop fan activities and brand-centric programs.\n\nNongshim intends to establish \"Shin Ramyun Bunsik\" booths at each venue, hosting extensive tasting events. Their strategy goes beyond simple product promotion; they plan to engage consumers through interactive activities such as roulette games, making the Shin Ramyun brand accessible and enjoyable. The ultimate objective is to introduce the unique taste of Shin Ramyun - a symbol of Korean cuisine - to a young demographic with a keen interest in K-pop and Korean culture.\n\nThis initiative aligns with Nongshim's impressive surge in the Indian market. In the first half of the year, the company's exports to India increased by around 47% compared to the same period in the previous year, indicating a significant upward trend. Additionally, Nongshim has entered into a partnership with Blinkit, India's leading quick commerce company by market share, in May. This partnership has bolstered their local delivery capabilities, further strengthening their position in the Indian market.\n\nThe company's participation in the initial round of Popup Park events in six Indian cities during the first half of the year yielded positive feedback. Attendees enthusiastically shared their Shin Ramyun tasting experiences on social media platforms, creating organic promotional buzz. Looking ahead, Nongshim aims to expand their target cities by four more, further enriching the brand's experience in India. A spokesperson for Nongshim stated, \"We joined this event to connect the fascination for Korean culture generated by K-pop with the experience of Shin Ramyun, our representative Korean food.\" They affirmed their commitment to continue marketing efforts that allow local consumers to directly taste and appreciate their products, thereby solidifying their brand presence in India.",
  "summary": "Nongshim, which is showing sharp growth in the Indian market, is accelerating its local push through experiential marketing targeting K-pop fandoms.Nongshim announced it will participate in “HYBE India Popup Park,” a K-culture festival taking place across four cities — Chennai, Kolkata, Chandigarh,",
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 2,
    "also_reported_by": [
      {
        "outlet": "Korea IT Times",
        "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",
        "published": "2026-09-03T01:42:29.000Z"
      }
    ]
  },
  "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."
}