Nongshim is strengthening the global presence of its flagship noodle brand, Shin Ramyun, by participating in one of the United Kingdom’s largest culinary festivals. Following last year’s global marketing campaign at London’s iconic Piccadilly Circus, the company is bringing Shin Ramyun to a major gastronomic event to further enhance brand awareness among European consumers.
The company announced that it is operating a dedicated Shin Ramyun promotional booth at Taste of London, a renowned food festival taking place from June 17 to 21 at The Regent’s Park in London. The annual event attracts more than 50,000 visitors and features world-class restaurants, chefs, and the latest food and beverage trends.
Nongshim has set up a large 150-square-meter exhibition space directly opposite the festival’s main “Cook School” area. Giant displays of Shin Ramyun and Shin Ramyun Toomba have been installed outside the booth, drawing attention from visitors and reinforcing the brand’s visibility throughout the venue.
Inside the booth, visitors can enjoy both interactive experiences and product tastings. The experience zone features a mini-game where participants guess the key ingredients of Shin Ramyun and Shin Ramyun Toomba, with successful participants receiving product giveaways.
The tasting zone allows festival-goers to sample freshly prepared servings of both products using instant noodle cooking machines. To provide a more immersive cultural experience, Nongshim has recreated the atmosphere of a traditional Korean street-food tent, known as a pojangmacha, offering visitors a taste of Korean food culture alongside its signature noodles.
Interest from local consumers has been strong. Rowena, a visitor who sampled Shin Ramyun Toomba at the event, praised the product, saying, “It has a rich and creamy flavor followed by a pleasant spicy kick, making it enjoyable from the first bite to the last.”
A Nongshim spokesperson said, “Through this major culinary festival, where global food trends converge, we aim to introduce the taste of Korea’s representative noodle brand, Shin Ramyun, as well as Korean culture, to consumers from around the world. We will continue to expand experiential marketing activities that allow us to engage directly with global consumers and further strengthen our brand presence across Europe.”
Nongshim has been actively expanding its footprint in international markets, leveraging the growing popularity of Korean food and culture worldwide. The company views experiential marketing events such as Taste of London as an effective way to connect with consumers and accelerate growth in the European market.
