Nongshim has tapped K-pop powerhouse aespa as the first global brand ambassador of Shin Ramyun, marking a major milestone for the beloved noodle brand. The group will help bring the slogan “Spicy Happiness in Noodles” to audiences worldwide as Shin Ramyun continues to expand its global reach.
A Nongshim representative said aespa’s “strong cultural presence, authentic global reach, and ongoing engagement with Shin Ramyun and Chapagetti since 2021” made the group the natural choice for this next chapter.
Global Shin Ramyun commercial with aespa
Nongshim has also launched a new commercial featuring aespa on its official global YouTube channel. Styled like a music video, the film highlights the group’s vocals, performance flair, and signature artistic identity.
The campaign track is aespa’s rendition of “Spice Up Your Life,” the 1997 hit by British pop icons Spice Girls. The reimagined version matches the group’s vibrant sound, delivering the message of sharing Shin Ramyun’s “spicy happiness” with consumers around the world.
The commercial also showcases lively reactions from global fans and introduces the original “Shin Ramyun Dance,” inspired by motions like opening the package, adding water, preparing chopsticks, and finger gestures representing each letter of “SHIN.” The video will roll out across major territories, including the U.S., China, Japan, Europe, and Southeast Asia.
Shin Ramyun × aespa special packages
Nongshim will release an “aespa Special Package” of Shin Ramyun, with a group photo featured on multi-packs and individual member designs on single packs. The special edition launches in China this November before expanding globally, including Korea.
Select Shin Ramyun and Shin Ramyun Toomba multi-packs will also include photocards featuring member photos, handwritten notes, and QR codes linking to exclusive behind-the-scenes content.
Fans can look forward to offline activations as well, with themed pop-up experiences and in-store promotions planned across international retail channels.
aespa shared their excitement about the collaboration, saying, “Shin Ramyun has always been a brand we enjoy in our daily lives, whether on broadcasts or during tours. We’re excited to move from enjoying the product to officially representing it, and we look forward to sharing its appeal with fans around the world.”
Earlier this year, Nongshim teamed up with Netflix’s hit animated film “KPop Demon Hunters,” launching limited-edition Shin Ramyun, Shrimp Crackers, and a new Toomba sauce themed around characters like HUNTR/X and the Saja Boys.
This article was written with the help of AI, based on a Nongshim press release distributed via PR Newswire, and was reviewed and edited by the Hallyu Dorama team.