aespa to headline Shin Ramyun’s first global campaign in a music-video style ad featuring Spice Up Your Life soundtrack

Nongshim announced on November 19 that aespa, the popular Korean girl group, has been named Shin Ramyun’s first global ambassador. This marks Shin Ramyun’s first appointment of a global ambassador. Aespa will promote Shin Ramyun’s taste and values to audiences worldwide, leveraging their global fanbase and the group’s K-pop appeal. The campaign centers on the brand slogan ‘Spicy Happiness In Noodles’.

Nongshim said aespa’s energetic image that resonates with fans aligns with Shin Ramyun’s global expansion. aespa’s involvement builds on their ongoing engagement with fans around Shin Ramyun and other Nongshim products since 2021, according to the company. As part of the collaboration, Nongshim will air a global Shin Ramyun advertisement in a music-video format. The advertisement’s soundtrack reimagines Spice Girls’ 1997 hit ‘Spice Up Your Life’, sung with aespa’s distinctive charm.

Aespa will also perform the ‘Shin Ramyun Dance’ in the commercial. The dance features three moves: opening the noodle package, pouring water, and grabbing chopsticks. Additionally, the choreography playfully spells the English word ‘SHIN’ letter by letter with the dancers’ fingers. The Shin Ramyun aespa advertisement will be digitally distributed in major export markets, including the United States, China, Japan, Europe, and Southeast Asia.

Nongshim will release an ‘aespa Special Package’ featuring aespa imagery. In the Shin Ramyun multipack, there will be a group image, while individual packs will showcase each member. The aespa Special Package is slated to roll out starting in China in November, with a December launch in Korea and subsequent global release. Additionally, the multipack and Shin Ramyun Tumba multi-pack will include photo cards with aespa members’ photos and handwritten messages.

An official from Nongshim stated that collaborating with aespa will reinforce Shin Ramyun’s image as a leading global K-food brand by conveying the ‘Spicy Happiness In Noodles’ value to fans worldwide.