Nongshim is taking Shin Ramyun to one of the world’s major film events, introducing its signature spicy flavor to international visitors at the Toronto International Film Festival (TIFF).
The Korean food company will operate a “Shin Ramyun Bunsik” booth for five days starting September 10 at TIFF Festival Street, a street festival held around King and John streets in downtown Toronto. Visitors will be able to sample a range of Shin Ramyun products, including Shin Ramyun Toomba and Shin Ramyun Kimchi Stir-Fry.
The booth will also offer a hands-on “Make Your Own Shin Ramyun Cup” experience. Participants can customize their noodles by choosing ingredients, soup powder and various toppings, then decorate their cups with pens and stickers.
Proceeds from the program will be donated in full to a local food bank in Toronto, adding a community-focused element to Nongshim’s global brand campaign.
The company has increasingly connected Shin Ramyun with cultural experiences such as movies, games and festivals as it seeks to position the brand beyond a traditional instant noodle product and deepen engagement with consumers worldwide.
“Shin Ramyun is connecting with global consumers as a lifestyle brand through collaborations with various cultural content, including movies, games and festivals,” a Nongshim official said. “We will continue expanding the ways consumers around the world can experience and enjoy Shin Ramyun.”
Founded in 1976, the Toronto International Film Festival is held annually in September in Toronto, Canada. This year’s festival runs from September 10 to 20 local time. Along with the Berlin, Cannes and Venice film festivals, TIFF is regarded as one of the world’s leading film events, screening around 400 films each year and attracting more than 400,000 moviegoers.
