*This content was translated by AI.
Nongshim participated in Gamescom 2026, the world's largest gaming expo held from the 26th to 30 in Cologne, Germany, introducing Koreans' signature spicy flavor to gamers around the globe.
The company plans to strengthen its position as a global lifestyle brand by linking KRa Myeon-ui (CEO) Shin Ramyun with gaming and expand the scope of brand experiences.
Nongshim noted that Gamescom is not merely an exhibition for showcasing new games and technologies, but also a festival where gamers worldwide come together to enjoy new cultures. The company aims to combine the "spicy happiness" embedded in Shin Ramyun's brand slogan, "Spicy Happiness in Noodles," with gaming to share joyful moments with visitors.
This year, Nongshim participated as the sole sponsor of "Gamescom Beach," a rest area outside the exhibition venue, decorating the entire space with a "TASTE SHIN" theme. During the event, the area operated under the official name "gamescom beach spiced up by Nongshim."
Through its participation in this year's Gamescom, Nongshim plans to broaden its engagement with local European consumers and strengthen various experiential B2C marketing initiatives targeting the global MZ generation.
In a phone interview with this newspaper, an Nongshim representative stated, "We will add new joy and cultural experiences to the spicy flavor of Han Guk-eul (CEO), growing Shin Ramyun — Korea's soul food — into a soul food for people around the world."
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*This content was translated by AI.
