Nongshim is strengthening its presence in the Latin American market by introducing its flagship instant noodle brand, Shin Ramyun, to consumers at one of Mexico’s largest cultural festivals.
The company announced that it is operating a promotional booth at “Campo Marte 26,” a large-scale festival held in Mexico City from June 11 to July 19. The event combines food, cultural experiences, art exhibitions, concerts, and fan activities, attracting both local residents and international visitors.
At the festival, Nongshim is offering freshly prepared Shin Ramyun samples using instant noodle cooking machines, allowing visitors to experience the brand’s signature spicy flavor and rich broth firsthand. The company is also distributing promotional hand fans featuring “SHIN,” the official Shin Ramyun character, to help visitors stay cool in the summer heat while enhancing brand awareness.
In addition to the tasting events, promotional videos for Shin Ramyun are being continuously displayed on large screens throughout the festival venue, increasing the brand’s visibility among attendees. Earlier on June 11, Nongshim successfully introduced Shin Ramyun to more than 4,000 visitors through a similar promotional event at the festival.
The response from consumers has been largely positive. Many visitors expressed interest in Korean food culture and welcomed the opportunity to try one of Korea’s most recognizable noodle brands. Some participants described the product’s spicy taste as both unique and flavorful, while others said they were excited to experience a product they had previously seen through Korean dramas and K-pop content.
Industry observers note that experiential marketing campaigns are becoming increasingly important as interest in Korean culture and food continues to grow worldwide. Mexico, in particular, is considered a strategic market for Korean food companies due to consumers’ familiarity with spicy flavors and growing demand for international cuisine.
A Nongshim official said, “Campo Marte 26 provides an excellent platform to communicate the value of Shin Ramyun’s ‘Spicy Happiness In Noodles’ to consumers from around the world. We will continue introducing the authentic taste of Korea’s leading noodle brand to global audiences and further strengthen our brand recognition in international markets.”
