Nongshim CEO Jo Yong-chul speaks during a press conference marking the 40th anniversary of Shin Ramyun at Lotte Hotel in central Seoul on May 13. [YONHAP]
Korea’s leading instant noodle maker, Nongshim, plans to strengthen its flagship brand Shin Ramyun’s global presence by introducing a rosé version and launching new marketing campaigns as the brand marks its 40th anniversary this year.
“Shin Ramyun, which marks its 40th anniversary this year, has achieved cumulative sales of 20 trillion won [$13.4 billion],” said Jo Yong-chul, the company’s CEO, during a press conference marking the instant noodle’s anniversary held at Lotte Hotel in central Seoul on Wednesday.
“Total cumulative sales volume has reached 42.5 billion packs. If you line up the noodles from each pack, which are about 40 meters [131 feet] long, they would be enough to travel between the Earth and the Sun six times round-trip.”
First launched in October 1986 under the slogan "the spicy taste that makes grown men cry," Shin Ramyun has become Nongshim’s flagship instant noodle brand. It has maintained the No. 1 market share position in Korea’s ramyeon market for 35 consecutive years since 1991.
To reach a broader global consumer base, Nongshim will launch a new product, Shin Ramyun Rosé. The product will debut simultaneously in Korea and Japan on Monday before expanding into global markets next month.
Models introduce the rose version of Nongshim's flagship brand Shin Ramyun during a press conference marking the 40th anniversary of the brand at the Lotte Hotel in central Seoul on May 13. [YONHAP]
Shin Ramyun Rosé combines the brand’s signature spicy flavor with
gochujang
(chili paste), tomato and cream. The product was developed based on a consumer recipe that trended popular online, according to Nongshim.
The company also plans to position Shin Ramyun as a cultural icon. Nongshim will open an experiential store, dubbed Shin Ramyun Bunsik, in eastern Seoul’s Seongsu-dong next month, where visitors can try Nongshim products.
Bunsik
translates to Korean-style fast food.
The company has already opened similar stores overseas, including the United States, Japan and Vietnam.
Nongshim also plans to launch a global campaign in the second half of this year featuring K-pop girl group aespa, Shin Ramyun’s global ambassador.
The company’s aggressive global expansion strategy comes as Nongshim credits overseas market growth as a key driver behind Shin Ramyun’s momentum. Of the brand’s cumulative sales of 20 trillion won, 40 percent came from overseas markets.
Nongshim CEO Jo Yong-chul speaks during a press conference marking the 40th anniversary of Shin Ramyun at the Lotte Hotel in central Seoul on May 13. [NEWS1]
Nongshim operates production facilities in the United States and China, and Shin Ramyun is currently sold in more than 100 countries, including North America, China and Japan.
Last year, overseas sales accounted for 1.02 trillion won out of Shin Ramyun’s total sales of 1.54 trillion won, representing 66 percent of the total.
Since its first overseas production in 1996, Shin Ramyun has expanded its global distribution by entering retailers such as Walmart in the United States and Taobao in China. The brand has also entered markets including Switzerland’s Jungfrau region and the halal market in the Middle East.
Nongshim aims to increase its overseas sales share as well, currently around 40 percent, to transform itself into a global food enterprise.
“Shin Ramyun, which once moved Korea, has now become Shin Ramyun that moves the world,” Jo said, presenting the company’s mid- to long-term growth goals. “By 2030, we aim to raise overseas sales to more than 60 percent of Nongshim’s total revenue and achieve 7.3 trillion won in sales with an operating profit margin of 10 percent.”
Annual ramyeon exports for 2025 reached $1.4 billion last year, up 21.8 percent on year, according to the Korea Customs Service.
“K-ramyeon is enjoying global popularity, but competition is also intensifying,” an industry insider said. “How much further companies can expand the market will determine their future success.”
This article was originally written in Korean and translated by a bilingual reporter with the help of generative AI tools. It was then edited by a native English-speaking editor. All AI-assisted translations are reviewed and refined by our newsroom.
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