Nongshim partners with aespa to promote Shin Ramyun worldwide under the “Spicy Happiness In Noodles” campaign.

Nongshim announced on the 19th that aespa, a popular Korean girl group, has been named Shin Ramyun’s global ambassador. The company plans to team up with aespa, a globally recognized icon in K-pop, to actively promote Shin Ramyun’s global slogan, “Spicy Happiness In Noodles,” around the world. aespa will serve as Shin Ramyun’s first global ambassador, leveraging a K-pop–centric approach to promote Shin Ramyun’s taste and value to audiences worldwide.

As part of their inaugural collaboration, Nongshim will air a global Shin Ramyun advertisement that breaks from traditional formats. The commercial features the Spice Girls’ hit “Spice Up Your Life,” sung by aespa with their distinctive flair. The campaign aims to convey Shin Ramyun’s spicy happiness to consumers worldwide, visualizing the product’s flavor and energy through aespa’s performance. In the spot, aespa also performs a “Shin Ramyun Dance,” with three movements representing opening the noodle package, adding water, and preparing chopsticks, alongside a playful hand-sign sequence spelling “SHIN.”

Nongshim said the Shin Ramyun–aespa ad is a global effort targeted at major export markets such as the United States, China, Japan, Europe, and Southeast Asia, to be distributed digitally. In addition, Nongshim will release an “aespa Special Pack” featuring aespa imagery on Shin Ramyun multipacks and individual member images on the sachets. The special packs are scheduled to roll out starting in November in China, followed by a December release in Korea and worldwide. The company also plans to include photo cards featuring aespa members’ images and handwritten messages in Shin Ramyun multipacks, and to conduct offline ads and events at global retailers.

Aespa members stated that Shin Ramyun is a brand they have long enjoyed, and as official ambassadors, they will actively engage with global fans to communicate Shin Ramyun’s appeal. Nongshim added that collaborating with aespa would further solidify Shin Ramyun’s image as a globally recognized Korean icon, leveraging aespa’s international reach.