MarketingNews

Nongshim and Aespa Deliver Spicy Happiness Globally with New Shin Ramyun Campaign

With music, branded packaging, collectibles, and live activations, Shin Ramyun is being positioned as a global comfort food that transcends borders.

Published: Nov 25, 2025 9:17 AM

By RETAILBOSS Team

MarketingNews

Nongshim and Aespa Deliver Spicy Happiness Globally with New Shin Ramyun Campaign

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…

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Nongshim and Aespa Deliver Spicy Happiness Globally with New Shin Ramyun Campaign

With music, branded packaging, collectibles, and live activations, Shin Ramyun is being positioned as a global comfort food that transcends borders.

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