Experiential Times Square activation kicks off the limited-edition collaboration’s worldwide rollout

Nongshim wrapped up an experiential event in New York City’s Times Square to celebrate the limited-edition Shin Ramyun created in collaboration with the K-Pop Demon Hunters. Held on August 18 local time in the heart of Times Square—the Crossroads of the World—the event drew crowds as around 450,000 people pass through daily.

The launch kicked off with the collaboration Shin Ramyun ads lighting up the enormous DOOH billboards, while a consumer experience booth welcomed visitors. In the Food Zone, attendees could sample Shin Ramyun Tumba and shrimp crackers from instant noodle cookers, giving locals a taste of the “Hangang ramen” culture.

A Reward Zone featured a photo booth with the K-Pop Demon Hunters characters, inviting on-site selfie entries. An Event Zone ran a social-follow promotion, distributing Shin Ramyun and other prizes to amplify offline excitement across online channels.

A Nongshim spokesperson described the event as more than just advertising, framing it as a festival where global consumers could directly taste and enjoy Shin Ramyun. “Starting from Times Square in New York, we will actively engage with consumers around the world and spread the global slogan ‘Spicy Happiness In Noodles,’” the company said.

In terms of product rollout, Nongshim released the collaboration’s limited-edition packaging in Korea at the end of August, followed by a U.S. and Americas launch in mid-September. Plans are in place to roll out the collaboration in Europe and Australia within the year.