Nongshim’s Neoguri Instant Noodles: Udon-Like Texture Drives Expansion in Japan
TOKYO — Nongshim’s beloved instant noodle brand, Neoguri, distinguished by its iconic raccoon dog mascot, took center stage at the recent Korea Expo Tokyo 2026. Stepping beyond the formidable shadow of Shin Ramyun, Neoguri captivated attendees, inviting curious palates to discover Nongshim’s latest culinary innovation for the Japanese market.
Held at the Sunshine City Convention Center in Ikebukuro from Thursday to Saturday, the dedicated Neoguri space buzzed with activity. Visitors eagerly queued to sample two distinct varieties – the classic hot and a new mild option – alongside participating in engaging, interactive brand experiences.
“I genuinely appreciate Neoguri’s uniquely thick and satisfyingly chewy noodles, which remind me of traditional udon,” remarked a Tokyo local in her 50s, expressing her satisfaction with the original Neoguri’s “just-right” spice level.
Minori, a 19-year-old student already familiar with both Neoguri and Shin Ramyun, highlighted her preference for the milder profile. “What truly stands out about Neoguri is its softer flavor compared to Shin Ramyun, combined with that incredible noodle texture,” she commented.
Nongshim reported significant engagement, with approximately 900 prepared Neoguri tasting sets served on the event’s opening day. Concurrently, the company engaged in around 10 crucial business meetings with major Japanese distributors, signaling strategic expansion efforts.
Shin Ramyun made heat grow on Japan. Now it’s deepening the flavor
These consumer insights underscore a specific market demand that Shin Ramyun’s signature intense spice profile traditionally hasn’t addressed. Neoguri, with its distinctive udon-like noodles, milder flavor variants, and more dynamic brand persona, is Nongshim’s strategic response to this evolving market need.
“Our goal is to cultivate Neoguri into our next flagship brand. To achieve this, we aimed to infuse its character with a brighter, more contemporary, and youthful personality,” a company official elaborated on their branding strategy.
Analyzing flavor preferences, Nongshim observed a notable difference between markets. In Korea, the spicier Neoguri variant dominates sales, with a roughly 9:1 ratio. However, in Japan, this ratio significantly narrows to 7:3. A live voting poll at the expo, allowing visitors to choose between Neoguri’s hot and mild versions, showcased an almost even split in popularity.
Neoguri’s push into the Japanese market represents just the initial phase of Nongshim’s broader expansion strategy. Other popular product lines, including Chapagetti, the company’s instant black-bean noodle brand, are poised to follow.
“This expo serves as a pivotal launchpad for our comprehensive offline marketing initiatives for Neoguri,” stated a company representative. They further emphasized that decades of establishing Shin Ramyun as a household name has provided Nongshim with a robust foundation for future brand development and market penetration.
