Nongshim is making history by naming aespa as the first-ever Global Brand Ambassador for Shin Ramyun. This move sets the stage for a vibrant international expansion, bringing Shin Ramyun’s iconic “Spicy Happiness In Noodles” message to consumers in the United States, China, Japan, Europe, and Southeast Asia.
K-Pop Power Fuels Shin Ramyun’s Global Message
Bridging Korea’s food culture with global pop, the partnership centers on aespa’s ability to reach millions worldwide. 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 a natural and compelling ambassador for the brand’s next stage of global expansion.”
Aespa now becomes both the public face and real-world user of the brand—delivering Shin Ramyun’s signature taste to new audiences.
Global Shin Ramyun Commercial: K-Pop Meets Spice
The collaboration kicked off with a music video-style ad on Nongshim’s global YouTube channel, as aespa performed their version of “Spice Up Your Life,” originally released by the Spice Girls in 1997. The campaign focuses on the “spicy happiness” that Shin Ramyun brings to everyday routines and taste experiences, highlighting energetic and joyful consumer reactions from around the globe.
At the core of the commercial is the original ‘Shin Ramyun Dance’, with choreography inspired by the preparation of noodles: opening the package, adding water, preparing chopsticks, and playful finger moves for each letter in “SHIN.”
aespa Special Package and Collectibles
As part of its merchandising strategy, Nongshim is launching a limited-edition aespa Special Package for Shin Ramyun, debuting first in China this November and soon rolling out globally. The multi-pack features a group image of aespa, while individual packs spotlight each member. Select Shin Ramyun and Shin Ramyun Toomba multi-packs will include exclusive photocards—complete with member photos, handwritten greetings, and QR codes for behind-the-scenes content.
Offline Experiences and Global Retail Rollout
Nongshim is also planning pop-up brand activations and in-store promotional campaigns worldwide, giving fans across multiple continents a front-row seat to the new face of Shin Ramyun.
aespa’s members said, “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.”
How aespa’s Brand Ambassadorship Fuels Global Buzz and Earned Media
In addition to fronting advertising campaigns and exclusive packaging, aespa’s appointment as Nongshim’s global ambassador drives far-reaching momentum across digital, social, and traditional media. Brand ambassador relationships like this create a powerful “ripple effect”—sparking fan-driven conversations, organic brand mentions, and earned media coverage that amplifies Shin Ramyun’s message far beyond paid campaigns.
