Seoul: Nongshim Co., the country's leading instant noodle maker, announced plans to introduce a new kimchi-flavored Shin Ramyun product in global markets next month. This launch follows strong consumer response to earlier versions featuring characters from the Netflix animated film "KPop Demon Hunters."
According to Yonhap News Agency, the company will first release a limited run of the Shin Ramyun Kimchi Stir Fry in the domestic market on November 24 through Emart discount stores, before expanding its availability to Australia and Taiwan. Shim Gou-chul, executive vice president of Nongshim's global marketing division, highlighted the company's aim to target 60 to 70 markets and hinted at the potential development of an instant cup noodle version for global expansion during a press conference at their main production facility in Gumi.
The new product succeeds the Shin Ramyun Toomba, which has sold approximately 60 million units worldwide since its October debut. Nongshim is optimistic that the kimchi-flavored variety will replicate this success. The company's global brand recognition has been bolstered by limited-edition batches of instant cup noodles featuring members of the "KPop Demon Hunters" virtual girl group Huntrix on their packaging.
The Netflix film vividly showcases Korean foods, including cup noodles resembling Nongshim's products. The company markets its flagship lines -- Shin Ramyun, Chapagetti, and Neoguri -- internationally. To meet the growing overseas demand, Nongshim is expanding its production capabilities, operating five instant noodle plants in South Korea and additional factories in China and the United States.
Nongshim aims to increase its overseas sales, which currently account for 38 percent of its total revenue. The company reported sales of 1.76 trillion won (US$1.2 billion) in the first half of the year, with third-quarter results expected soon.
Holding a significant share of South Korea's instant noodle market, Nongshim recently adopted the global slogan, "Spicy Happiness in Noodles," to promote Korean flavors internationally. Shim emphasized that their global marketing strategy focuses on "See, Taste and Enjoy," with the "See" initiative involving global content collaborations.
The partnership with Netflix has generated strong international interest, with collaboration products expanding to more markets. The company plans to strengthen the global image of K-ramyeon by linking it to Korean cultural content, aiming to engage younger consumers.
Nongshim is also enhancing direct-to-consumer experiences, having opened Shin Ramyun Bunsik restaurants in locations such as Machu Picchu, Harajuku, and Ho Chi Minh City. Plans to expand to China and Russia are underway through the Shin Ramyun Experience Store project.
Domestically, Nongshim has partnered with the Gumi municipal government for the 2025 Gumi Ramyun Festival, transforming the area around the Gumi train station into the World's Longest Ramyun Restaurant. The festival features interactive zones, including the Gumi Ramyun Lab and the Global Ramyun Chef contest.
Gumi Mayor Kim Jang-ho highlighted the festival's role in revitalizing the local economy, noting that Shin Ramyun ranked highest among instant noodle brands in a U.S. consumer recognition survey.