Partnering with global K-pop idol aespa to roll out Shin Ramyun’s global campaign

Nongshim announced on November 19 that aespa, the popular Korean girl group, has been appointed as Shin Ramyun’s global ambassador. The company will partner with aespa, an icon representing global K-pop, to actively promote Shin Ramyun’s global slogan “Spicy Happiness In Noodles” worldwide. aespa will serve as Shin Ramyun’s ambassador to promote the taste and value of Shin Ramyun globally, with a focus on K-pop. Nongshim said the choice aligns aespa’s energy with the global expansion of the slogan “Spicy Happiness In Noodles” and that their ongoing engagement with fans around Shin Ramyun and other Nongshim products since 2021 contributed positively to the decision. As their first collaboration, Nongshim will air a global Shin Ramyun advertisement. The advertisement moves away from the traditional format and is produced as a music-video style showcasing aespa’s distinctive charm. The background music is Spice Up Your Life by the Spice Girls, performed by aespa. The ad visualizes Shin Ramyun’s spicy happiness and features aespa’s stylish vocal and performance, capturing expressions of global consumers enjoying Shin Ramyun. aespa also performs a “Shin Ramyun Dance” in the commercial. The dance comprises three moves: opening the noodle package, pouring water, and preparing chopsticks, with a playful routine spelling out SHIN with fingers. The Shin Ramyun aespa advertisement will be distributed digitally in major export markets including the United States, China, Japan, Europe, and Southeast Asia. Nongshim will also release an “aespa Special Package” featuring aespa on Shin Ramyun multipacks and individual images of members on single packs. The packages will roll out starting in China in November and will be released worldwide in December, including Korea in December. In addition to the special packaging, the Shin Ramyun and Shin Ramyun Tumba multipacks will include photo cards with aespa members’ photos and handwritten messages. Offline marketing activities featuring aespa will also be conducted at global distribution points. aespa members have stated that Shin Ramyun has always been a brand they enjoyed in broadcasts, world tours, and practice rooms, and they look forward to communicating more actively with global fans as ambassadors. Nongshim officials noted that partnering with aespa, a leading representation of K-food, would further solidify Shin Ramyun’s image worldwide. aespa is a globally recognized idol group with members Karina, Winter, Ningning, and Giselle; they enjoy popularity both domestically and internationally. They have won awards including the US Billboard Women in Music 2025 Group of the Year, and are slated for further tours across the US, Europe, and Asia next year.