Seoul, South Korea – Nongshim has named K-pop group aespa as the new global brand ambassador for Shin Ramyun, the first time the instant noodle brand has appointed a worldwide representative. The company said the partnership aims to promote its “Spicy Happiness In Noodles” message and introduce Shin Ramyun’s flavour and cultural appeal to consumers in key international markets.
A Nongshim representative stated, “aespa’s strong cultural presence, authentic global reach, and ongoing engagement with Shin Ramyun and Chapagetti since 2021 made the group a natural and compelling ambassador for the brand’s next stage of global expansion.”
To support the announcement, Nongshim has released a new music-video-style commercial featuring the group on its global YouTube channel. The film showcases the members’ vocals, performance style, and artistic identity. Its soundtrack is aespa’s rendition of “Spice Up Your Life,” originally released in 1997 by the Spice Girls, reinterpreted for the campaign.
The commercial centres on conveying the “spicy happiness” associated with Shin Ramyun and depicts lively consumer reactions, along with a new “Shin Ramyun Dance” inspired by steps such as opening the package, adding water, and preparing chopsticks. The spot will be aired in major overseas markets including the United States, China, Japan, Europe, and Southeast Asia.
Nongshim will also roll out a limited “aespa Special Package” for Shin Ramyun, featuring group imagery on multi-packs and individual member photos on single packs. The promotion launches in China this month before expanding globally, including to Korea.
Certain Shin Ramyun and Shin Ramyun Toomba multi-packs will include collectible photocards with member photos, handwritten messages, and QR codes linking to exclusive behind-the-scenes content.
The company said additional offline activations are planned, including pop-up experiences and retail promotions worldwide.
Meanwhile, aespa commented, “Shin Ramyun has always been a brand we enjoy in our daily lives, whether on broadcasts or during tours. We’re excited to move from enjoying the product to officially representing it, and we look forward to sharing its appeal with fans around the world.”
Earlier this year, Nongshim rolled out a tie-in of limited-edition products tied to Netflix and Sony’s animated hit ‘K-Pop Demon Hunters,’ tapping into the film’s surge in global popularity. This then culminated into an OOH campaign at New York’s Times Square for a fiery launch that fused pop culture and street flavour.
