Nongshim staged a large‑scale global campaign on Oct. 18 in New York’s Times Square to celebrate the launch of its Shin Ramyun collaboration with Netflix’s hit animated film K‑Pop Demon Hunters.
Targeting the roughly 450,000 daily visitors to the “crossroads of the world,” Nongshim ran an integrated on‑ and offline activation allowing global consumers to taste and engage with the Shin Ramyun brand. A giant digital out‑of‑home (DOOH) billboard in Times Square displayed the collaborative K‑Pop Demon Hunters Shin Ramyun advertisement, while themed on‑site booths offered hands‑on experiences.
The Food Zone featured instant noodle cooking stations where visitors sampled Shin Ramyun Tomba and Shrimp Crackers, introducing attendees to Korea’s popular “Han River ramen” culture. The Reward Zone operated a pop‑up photo booth with K‑Pop Demon Hunters character backdrops, and the Event Zone ran social media follow contests, giving away Shin Ramyun and other prizes to extend the event’s energy online.
A Nongshim representative said the campaign was more than digital advertising — it was a festival where global consumers could taste and celebrate Shin Ramyun in person. The company added it will use the Times Square activation as a springboard to continue direct engagement with consumers worldwide and promote Shin Ramyun’s global slogan, “Spicy Happiness In Noodles.”
Nongshim launched the K‑Pop Demon Hunters collaboration packaging in Korea at the end of August and has been rolling it out to global markets. Sales in the Americas, including the U.S., began in mid‑September, with further rollouts planned for the U.K., France, Germany, Australia and other countries later this year.
