Nongshim Shin Ramyun Launches Collaboration Campaign with KPop Demon Hunters in New York Times Square to Connect Directly with Global Consumers

Nongshim conducted a large-scale global marketing campaign in New York Times Square to celebrate the release of Shin Ramyun in collaboration with Netflix’s animated series KPop Demon Hunters. Known as the crossroads of the world, Times Square sees approximately 450,000 people passing through each day, and the campaign featured both online and offline interactive activities allowing global consumers to taste and experience the Shin Ramyun brand firsthand. Nongshim displayed advertisements for the Shin Ramyun x KPop Demon Hunters collaboration through giant digital outdoor advertising (DOOH) screens in Times Square. Alongside these ads, various themed booths were set up to enable consumers to directly experience the Shin Ramyun brand. The “Food Zone” offered experiences where participants could cook Shin Ramyun Tumbar using instant noodle cooking devices, along with shrimp stick tastings, aiming to let them experience the popular Hangang noodle culture in the region. The “Reward Zone” featured instant photo booths themed around the characters from KPop Demon Hunters, while the “Event Zone” extended the atmosphere online by distributing prizes such as Shin Ramyun through social media follow-up events. A Nongshim official stated, “This campaign went beyond simple digital ads by turning it into a festival where global consumers could directly taste and enjoy Shin Ramyun.” The official added, “Starting from New York Times Square, we will continue to communicate directly with consumers around the world to actively promote Shin Ramyun’s global slogan, ‘Spicy Happiness In Noodles.’” The collaboration package for KPop Demon Hunters was first released in South Korea at the end of August before being introduced gradually to global markets. Sales began in the Americas, including the United States, in mid-September, with plans to launch the product in major European markets such as the United Kingdom, France, and Germany, as well as in Australia and New Zealand, within the same year.