Nongshim announced that a Shin Ramyun advertisement produced in collaboration with its global ambassador aespa has surpassed 130 million cumulative views on YouTube.
The milestone was achieved in just about one month after the video was released on November 19. Nongshim attributed the rapid growth in views to the strong brand power of Shin Ramyun combined with aespa’s global popularity. According to the company, the campaign has become the most-viewed Shin Ramyun advertisement to date.
Breaking away from the conventional format of instant noodle commercials, the new campaign was produced in a music video–style concept that highlights aespa’s unique identity. The ad drew immediate attention upon release, featuring a remake of “Spice Up Your Life” by the British pop group Spice Girls as its background music. The song was reinterpreted to reflect Shin Ramyun’s global slogan, “Spicy Happiness in Noodles,” creating a dynamic and globally appealing message. aespa’s signature vocals and performance further amplified the campaign’s impact among international audiences.
One of the most talked-about elements of the ad is the so-called “Shin Ramyun Dance,” a choreographed reinterpretation of familiar actions such as opening a noodle package and pouring in hot water. The dance sparked enthusiastic reactions from viewers, with more than 1,000 comments on YouTube praising the catchy music and choreography. Comments described the video as “more like a high-quality music video than a commercial” and “a fresh and creative approach to noodle advertising.”
Alongside the ad campaign, Nongshim has launched the Shin Ramyun aespa Special Package, featuring the group’s members. The product was first released in China in November and is being rolled out sequentially in markets including South Korea and Australia. Multi-pack versions feature group images of aespa, while individual packs highlight each member. The packages also include photo cards with members’ photos and handwritten messages, adding collectible value for fans.
A Nongshim official said the achievement of 130 million views demonstrates that Shin Ramyun is being recognized globally not just as a food product, but as a form of cultural content. The official added that the collaboration with aespa will further strengthen Shin Ramyun’s image as a representative K-food brand among consumers worldwide.
Meanwhile, ahead of the 40th anniversary of Shin Ramyun’s launch in 2026, Nongshim plans to further expand its “glocal” marketing strategy, which combines global appeal with local characteristics. Since its debut in 1986, Shin Ramyun has enjoyed nearly four decades of popularity and has recently expanded its brand portfolio with products such as Shin Ramyun Toomba and Shin Ramyun Gold. The company aims to continue delivering differentiated brand experiences to consumers in more than 100 countries around the world.
