Nongshim is taking its global Shin Ramyun marketing campaign beyond the music stage, partnering again with K-pop group aespa to connect the instant-noodle brand with everyday consumer moments across 14 international markets. The second phase, launching August 20, shifts the campaign toward digital-first storytelling around cooking, shopping, travel and social occasions.
Nongshim is expanding its international advertising strategy for Shin Ramyun with a second global campaign featuring aespa, as the Korean food company looks to turn one of its best-known products into a more culturally integrated global consumer brand.
Launching August 20 across 14 key countries, the campaign is built around Nongshim’s “Spicy Happiness” positioning. Rather than centering exclusively on aespa’s music and performance, the new campaign places the K-pop group in ordinary situations where consumers might naturally eat Shin Ramyun.
The change reflects a broader evolution in global food marketing. Korean brands are increasingly using the country’s entertainment and cultural influence to build recognition for products outside Korea, with K-pop providing a particularly powerful bridge between cultural identity and consumer advertising.
Nongshim’s first global Shin Ramyun campaign with aespa launched in November 2025. The music-video-style advertisement generated 270 million views, according to the company, helping increase international awareness of Shin Ramyun’s “Spicy Happiness In Noodles” slogan.
The second campaign takes a different approach.
Instead of presenting aespa primarily as performers, Nongshim shows the group cooking, shopping, traveling and spending time together while eating Shin Ramyun. The strategy is intended to make the product feel less like a Korean specialty being introduced to foreign consumers and more like a food that naturally fits into everyday routines.
The main campaign video opens with the members saying, “To us, spicy is happiness.” Four scenarios then demonstrate different ways Shin Ramyun can become part of everyday experiences.
A cooking sequence shows the members preparing and sharing the noodles with a friend. Another follows them purchasing Shin Ramyun while shopping. A travel segment places the product in a shared meal away from home.
The campaign ends with a playful quiz asking the group for another word for happiness. Their answer: “SHIN.”
For Nongshim, the creative concept is ultimately about translating a product attribute—its signature spicy flavor—into an emotional proposition that can work across markets.
That is a significant challenge for international food brands.
Taste preferences, food habits and cultural associations vary considerably between countries. A campaign that relies heavily on Korean cultural references may resonate strongly with existing fans but have less impact among consumers who are unfamiliar with the category.
By showing recognizable activities such as cooking with friends, shopping and traveling, Nongshim is attempting to make the product’s consumption occasion more universal while retaining its Korean identity.
The campaign will consist of 15 videos, including the main campaign film and 14 shorter digital pieces.
The short-form content expands on the scenarios from the primary video and includes interview-style segments in which aespa members discuss when they crave Shin Ramyun and which toppings they prefer.
That format also gives Nongshim more material for social and digital distribution.
Instead of depending on a single commercial, the company can adapt individual pieces to different platforms, audiences and markets. The approach fits the fragmented nature of modern consumer media, where short-form video on platforms such as YouTube, Instagram and TikTok can play a major role in brand discovery.
The strategy also reflects the growing intersection between K-pop, social media marketing and consumer packaged goods advertising.
aespa’s global fan base gives Nongshim an existing cultural distribution network, while the product gives the group a tangible connection to Korean food culture. For Nongshim, the partnership is therefore less about celebrity endorsement alone and more about linking Shin Ramyun to the broader global interest in Korean culture.
The campaign initially targets markets across North America, Asia and Europe, particularly countries where Nongshim already has overseas operations, before expanding further.
For advertisers and consumer brands watching the Korean market, the campaign illustrates how cultural exports can become part of international brand-building strategies.
K-pop has evolved into a global entertainment category, while Korean food has benefited from growing international interest in products such as ramyun, kimchi and Korean sauces. Companies such as Nongshim can use that cultural momentum to reduce the distance between a domestic brand and international consumers.
The commercial challenge is converting awareness into repeat purchasing.
A celebrity partnership can generate significant reach, but sustained international growth requires distribution, availability, competitive pricing and local market relevance. Shin Ramyun’s global campaign therefore works alongside Nongshim’s broader international expansion rather than functioning as an isolated advertising initiative.
The company’s decision to build a second campaign around everyday consumption suggests that it is moving from global awareness toward habitual relevance.
That distinction matters. Introducing an international audience to Shin Ramyun is one objective; making consumers think of the product when they want a quick, spicy meal is another.
Nongshim hopes aespa can help bridge that gap.
Market Landscape
Global food marketing is increasingly shaped by cultural influence, creator ecosystems and digital video.
Korean entertainment has become particularly valuable for brands seeking international recognition. K-pop artists can provide immediate awareness across multiple markets while giving consumer brands an authentic connection to Korean culture.
For Nongshim, Shin Ramyun already has substantial international recognition. The next challenge is expanding consumption beyond existing Korean-food enthusiasts and diaspora audiences.
The second aespa campaign addresses that challenge through relatable consumption occasions rather than relying solely on product messaging. Cooking, shopping and travel provide universal contexts that can be adapted across markets while preserving the product’s Korean identity.
The digital format is equally important. A 15-video campaign gives Nongshim a larger content library for social distribution and allows the brand to create different entry points for consumers.
The broader direction is consistent with how multinational consumer brands are approaching digital advertising: less dependence on a single global commercial and more emphasis on modular, platform-native content.
For Nongshim, the success of the campaign will ultimately depend on whether the attention generated by aespa translates into stronger brand consideration and sales across its international markets.
Top Insights
- Nongshim’s second global Shin Ramyun campaign with aespa launches across 14 markets, shifting its storytelling from performance to everyday consumer experiences.
- The campaign includes 15 digital videos designed to connect Shin Ramyun’s spicy taste with cooking, shopping, travel and social moments.
- Nongshim’s previous aespa campaign generated 270 million views, giving the company a substantial awareness base for its latest international advertising push.
- The campaign highlights how Korean consumer brands increasingly use K-pop, short-form video and cultural influence to accelerate international market expansion.
- North American, Asian and European markets will receive the campaign first as Nongshim seeks to build everyday relevance beyond existing Korean-food audiences.
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