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.

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Riding the film’s worldwide popularity, the brand earlier rolled out a limited-edition range starring its iconic Shin Ramyun and Shrimp Crackers—and now, is taking over New York’s Times Square for a fiery launch that fused pop culture and street flavour.

At the iconic intersection drawing over 450,000 visitors daily, Nongshim’s KPop Demon Hunters-inspired Shin Ramyun lit up a giant digital out-of-home screen, while themed zones on-site offered a full sensory experience. 

Fans flocked to sample “Shin Toomba,” cooked on instant noodle cookers in tribute to Korea’s “Hangang Ramyun” culture, and snapped selfies at instant photo booths decked with the film’s beloved heroines, Rumi, Mira, and Zoey. 

A social media challenge and prize giveaways kept the buzz alive online, extending the noodle-fuelled energy beyond Times Square.

“This campaign went beyond simple digital advertising to become a festival where global consumers could directly taste and enjoy Shin Ramyun. Starting from New York Times Square, we will continue to connect directly with consumers worldwide and actively spread Shin Ramyun’s global slogan, ‘Spicy Happiness In Noodles,’” the company said.

The collaboration comes as KPop Demon Hunters continues to dominate Netflix charts since its June 20 release, amassing 210.5 million views and averaging 26 million weekly over the past five weeks. 

Nongshim’s special edition cup noodles—inspired by the bowls slurped by the film’s trio of demon-hunting idols—will roll out across South Korea, North America, Europe, Oceania, and Southeast Asia.

The partnership brings fan-favourite characters to some of Nongshim’s most loved products, including Shin Ramyun, Shrimp Crackers, and the newly launched Shin Ramyun Tumba All-Purpose Sauce. 

By tying its core products to a global cultural moment, Nongshim amplifies its reach among Gen Z and millennial audiences driving both K-pop fandom and streaming culture.

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