Nongshim is launching an exciting month-long campaign in New York, partnering with acclaimed restaurants and cultural institutions to elevate the iconic Shin Ramyun brand and significantly boost its presence across the U.S. market, the company announced.
A highlight of this strategic campaign is a special collaboration with two-Michelin-starred Korean restaurant Atoboy. Together, they are introducing the unique Shin Ramyun Pancake, a limited-edition menu item available exclusively throughout July. This innovative dish draws inspiration from traditional ‘jeon,’ or Korean-style savory pancakes, expertly blending the beloved spicy flavor of Shin Ramyun with succulent shrimp and rich cheddar cheese for a truly distinctive culinary experience.
Established in 2016, Atoboy is renowned for its contemporary fine dining approach to reinterpreting classic Korean banchan, or side dishes, and is the esteemed sister restaurant to Atomix, also a culinary landmark in New York.
Further enhancing its outreach, Nongshim will host a vibrant Shin Ramyun bunsik booth at Atoboy’s 10th-anniversary celebration. Scheduled for July 28 at Radio Park, this event will offer Shin Ramyun and Shin Ramyun Toomba to an influential audience including top chefs, food critics, and industry guests, showcasing the brand’s versatility.
In a separate initiative, Nongshim is operating an immersive Korean PC bang-themed Shin Ramyun Bunsik booth at the Korean Cultural Center New York. Running until August 22 under the captivating theme “Escape the Summer, Dive into Korea,” this unique event introduces visitors to Korea’s dynamic PC bang culture, where the perfect pairing of instant noodles and intense gaming creates a popular and engaging social experience.
Guests at the cultural center can indulge in various Shin Ramyun products and sample Nongshim’s popular bakery-inspired snack, Ppang Bujang. The experience is further enriched with concurrent film screenings and exciting K-pop events, offering a comprehensive taste of Korean culture.
“Through these targeted local marketing campaigns, we are dedicated to amplifying our brand value of ‘Spicy Happiness In Noodles’ and solidifying Nongshim’s leadership as a premier K-food brand on the global stage,” a company official stated.
