Nongshim promotes Shin Ramyun at K-culture festivals in four Indian cities

*This content was translated by AI.

Nongshim is taking steps to expand the connection between India's MZ generation and Shin Ramyun through K-culture.

From mid-September, Nongshim will participate in the 'HYBE India Pop-up Park,' a K-culture festival held in four Indian cities, by operating a 'Shin Ramyun Snack Bar' booth.

'HYBE India Pop-up Park' is an event organized as part of HYBE's local Indian audition project. It is designed to allow attendees to experience K-pop fandom activities, creative experiences, and brand-linked programs all in one space. The festival will be held from mid-September in four cities: Chennai, Kolkata, Chandigarh, and Kochi.

Nongshim will set up Shin Ramyun snack bars at each event venue and conduct tasting sessions. Additionally, the company plans to offer various prizes through consumer participation events such as roulette games, enabling visitors to engage with the Shin Ramyun brand in a more friendly and enjoyable way.

Nongshim aims to provide an opportunity for Indian young consumers, who show high interest in K-pop and Korean culture, to directly taste and enjoy Shin Ramyun, Korea's representative instant noodle brand. The company plans to showcase content that allows visitors to experience both K-pop and K-food simultaneously at the event, strengthening Shin Ramyun's status as a global brand symbolizing Korean food culture.

A Nongshim official who spoke with this newspaper by phone said, "We participated in the event to connect the interest in Korean culture formed through K-pop into an opportunity for people to directly experience Shin Ramyun, Korea's representative K-food."

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*This content was translated by AI.