Nongshim selected the popular K-pop girl group aespa as the new global ambassadors for its flagship product Shin Ramyun, marking the start of a global collaboration that brings together the influence of K-culture and one of Korea’s most iconic food brands. This is the first time Shin Ramyun has appointed global ambassadors. Through this partnership, aespa will help promote the brand’s global slogan “Spicy Happiness In Noodles” to consumers around the world.
According to Nongshim, aespa was chosen because the group delivers energy to fans across the globe through music. Nongshim explained that this characteristic aligns closely with the brand’s expanded global slogan 'Spicy Happiness In Noodles,' which builds on the Korean tagline meaning “moving your life.” The company also noted that aespa’s genuine interest in Nongshim products such as Shin Ramyun and Chapaguri since 2021 had a positive influence on the decision.
As the first project of the partnership, Nongshim will launch a global Shin Ramyun advertisement produced in a music video format to highlight aespa’s strengths as K-pop artists. The advertisement features aespa’s reinterpretation of the Spice Girls’ 1997 hit “Spice Up Your Life.” The video showcases the energetic identity of Shin Ramyun as well as the group’s distinctive vocals and performance style. It conveys the brand’s message of delivering spicy happiness to global consumers and features scenes of people from around the world enjoying the product.
The advertisement also introduces the “Shin Ramyun Dance,” which includes three playful moves inspired by opening the ramen package, pouring water, and preparing chopsticks. Another creative detail is a set of finger movements that spell out the letters in “SHIN,” adding a fun and memorable element to the choreography.
The global advertisement will be distributed digitally in major export markets including the United States, China, Japan, Europe, and Southeast Asia. The campaign reflects Nongshim’s focus on strengthening its presence in international markets.
Nongshim will also release special edition Shin Ramyun packages featuring aespa. Group images will appear on the multi-packs and individual member photos will be printed on single-serving packs. The aespa Special Package will first launch in China in November and then expand worldwide including Korea in December.
In addition, Nongshim will include photocards featuring aespa members’ photos and handwritten messages inside Shin Ramyun and Shin Ramyun Tumba multi-packs. The company also plans to engage consumers through in-store advertising and promotional events featuring the group in retail locations around the world.
aespa shared that Shin Ramyun has been a favorite during broadcasts, world tours, and practice sessions. The group expressed excitement about becoming official ambassadors and said they look forward to sharing the appeal of Shin Ramyun with fans everywhere.
A Nongshim representative stated that the company aims to strengthen the global image of Shin Ramyun as a leading K-food brand. The representative added that aespa is the ideal partner to help deliver the cultural message of 'Spicy Happiness In Noodles' to fans around the world.
SEE ALSO: aespa wows U.S. audiences with stunning 10-song set on ‘Amazon Music Live’
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