South Korean noodle brand Nongshim taps into ‘K-Pop Demon Hunters’ craze with limited-edition product launch

Singapore — South Korea’s instant noodle brand Nongshim is rolling 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.

Special edition cup noodles, modelled after the bowls slurped by Rumi, Mira, and Zoey in the film, will be released in South Korea, North America, Europe, Oceania, and Southeast Asia.

The collaboration brings fan-favourite characters onto some of Nongshim’s best-known products, including Shin Ramyun, Shrimp Crackers, and the newly-launched Shin Ramyun Tumba All-Purpose Sauce. 

Nongshim positions its core products within a global cultural moment, amplifying reach among Gen Z and millennial consumers who drive both K-pop fandom and streaming engagement into the limited edition product launch.

The deal follows the film’s strong global performance on Netflix. Since its June 20 release, K-Pop Demon Hunters has recorded 210.5 million views, averaging 26 million views weekly over the past five weeks.