Nongshim (004370.KS) said on July 9 that it is pursuing Shin Ramyun collaborations with a popular local restaurant and a public institution in New York. The company plans to expand its touchpoints with American consumers through marketing that spans premium dining to Korean-style bunsik (casual snack food) culture.
Throughout July, Nongshim is partnering with New York Korean restaurant Atoboy to present "Shin Ramyun Pancake," a special menu item made with Shin Ramyun. The collaboration marks the 40th anniversary of Shin Ramyun's launch this year and the 10th anniversary of Atoboy's opening. The strategy is to promote the brand's value through a menu that combines Korea's spicy flavor with local gastronomic culture. The Shin Ramyun Pancake pan-fries well-boiled Shin Ramyun noodles to create a crispy texture, topped with shrimp seasoned with Shin Ramyun's savory flavor and rich cheddar cheese.
Nongshim will also take part in Atoboy's 10th anniversary event at Radio Park in New York on July 28, where it plans to run a "Shin Ramyun Bunsik" booth. Attendees, including chefs and food enthusiasts, will be offered tastings of Shin Ramyun and Shin Ramyun Toomba.
In collaboration with the Korean Cultural Center New York, Nongshim is also operating "Shin Ramyun Bunsik" at an event venue designed around the concept of a Korean-style PC bang (gaming café) until August 22. The aim is to introduce local consumers to Korea's PC bang snack culture, where people enjoy ramyun and snacks while gaming. The venue will display Shin Ramyun Cup and the snack "Ppang Bujang," with sampling and tastings held in line with cultural events during the period, including a film festival and a K-pop fan festival.
Nongshim has been steadily expanding the Shin Ramyun brand's presence in the U.S. market. In October last year, the company ran an outdoor advertisement and experience booth for Shin Ramyun in New York's Times Square, followed in December by the opening of the fourth global "Shin Ramyun Bunsik" location at Terminal 1 of John F. Kennedy International Airport. In January this year, Shin Ramyun raised its profile when it was featured on "Jimmy Kimmel Live," a flagship U.S. network talk show.
"Through continued local marketing and expanded consumer touchpoints, we will deliver the value of 'Spicy Happiness In Noodles' to consumers around the world, including the United States, and strengthen Nongshim's standing," a Nongshim official said.
