Nongshim is taking its signature Shin Ramyun brand deeper into the U.S. market by launching a series of collaborations in New York, one of the world’s leading cultural and culinary hubs.
The company is partnering with local restaurants and cultural organizations to showcase Shin Ramyun not only as an instant noodle product, but as a representation of Korean food culture and global K-food trends.
As part of the campaign, Nongshim has teamed up with New York-based Korean restaurant Atoboy to introduce a limited-edition menu item, “Shin Ramyun Pancake,” available throughout July. The collaboration marks a special milestone as Shin Ramyun celebrates its 40th anniversary while Atoboy celebrates its 10th year.
Inspired by Korean traditional pancakes, the dish combines Shin Ramyun’s signature spicy flavor with Atoboy’s contemporary Korean cuisine style. The menu features crispy pan-fried Shin Ramyun noodles topped with shrimp, cheddar cheese, Shin Ramyun seasoning, and Atoboy’s signature aged chili oil, creating a unique blend of heat and savory flavors.
Nongshim will also participate in Atoboy’s 10th anniversary event on July 28 at Radio Park, operating a “Shin Ramyun Bunsik” booth where chefs, food experts, and guests can experience Shin Ramyun and Shin Ramyun Toomba.
The company is also expanding its cultural outreach through a partnership with the Korean Cultural Center New York. From July 7 to August 22, Nongshim will operate a “Shin Ramyun Bunsik” experience zone at a Korean-style PC café-themed event space, introducing visitors to the Korean culture of enjoying noodles and snacks while gaming.
The program will feature Shin Ramyun Cup and snack brand Bbangbu-jang, along with tasting events held during major cultural programs such as film festivals and K-pop fan events.
Nongshim said the New York initiatives are part of its broader strategy to strengthen consumer engagement in the U.S. market. By connecting food with Korean culture and entertainment, the company aims to position Shin Ramyun as a global K-food icon.
The company has continued to expand its U.S. brand presence through large-scale campaigns, including outdoor advertising in Times Square and the opening of a Shin Ramyun Bunsik store at John F. Kennedy International Airport. Shin Ramyun has also gained wider recognition through appearances in mainstream American media.
“Nongshim will continue creating opportunities for global consumers to experience the value of ‘Spicy Happiness In Noodles’ and further strengthen its position as a leading K-food brand,” a company official said.
