In a landmark decision that underscores the powerful synergy between K-pop and Korean culture, Nongshim has selected the globally influential girl group aespa as the first-ever global ambassadors for its flagship instant noodle product, Shin Ramyun.
Announced on November 19, 2025, this partnership is designed to leverage aespa’s immense international reach to strengthen Shin Ramyun’s image as a leading K-food brand worldwide.
Aligning Global Influence and Brand Message
Nongshim’s decision to appoint aespa is strategic, aiming to expand its presence in international markets where K-pop holds significant cultural sway.
- The Global Slogan: aespa will help promote the brand’s global slogan: “Spicy Happiness In Noodles” (SHIN). This slogan is an expansion of the Korean tagline meaning “moving your life,” which the company believes closely aligns with the energetic, globally-connecting characteristics of aespa’s music and performance.
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- The Rationale: Nongshim noted that aespa’s ability to “deliver energy to fans across the globe through music” was a key factor. Furthermore, the members’ genuine interest in Nongshim products, including Shin Ramyun and Chapaguri, which they have frequently mentioned since 2021, positively influenced the decision, suggesting an authentic partnership.
- A Spokesperson’s View: A Nongshim representative stated that the collaboration with aespa is crucial to “further solidify the image of K-food’s flagship brand Shin Ramyun to fans around the world” and deliver the cultural message of “Spicy Happiness In Noodles” through the power of culture.
A Music Video-Style Advertisement and the Shin Ramyun Dance
The first major project of this collaboration is a global Shin Ramyun advertisement produced in the unique format of a K-pop music video, designed to maximize aespa’s artistic strengths.
- Campaign Song: The advertisement features aespa’s reinterpretation of the Spice Girls’ iconic 1997 hit, “Spice Up Your Life,” infusing the track with aespa’s distinctive vocals and performance style. This choice emphasizes the energetic identity of Shin Ramyun.
- Visual Narrative: The video conveys the brand’s core message of delivering “spicy happiness” and features scenes of people from around the world enjoying the product.
- Choreography Highlight: A key creative element is the introduction of the “Shin Ramyun Dance,” which includes three playful, instructional moves inspired by the steps of preparing the noodles:
- Opening the ramen package.
- Pouring water.
- Preparing chopsticks. The choreography also features a creative set of finger movements that spell out the letters in “SHIN,” adding a fun, memorable element for fans to replicate.
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Global Rollout and Special Edition Merchandise
The campaign will be backed by a substantial global marketing strategy involving both digital and physical products:
- Digital Distribution: The global advertisement will be distributed digitally in major export markets, including the United States, China, Japan, Europe, and Southeast Asia, reflecting Nongshim’s focus on strengthening its international presence.
- Special Packaging: Nongshim will release special edition Shin Ramyun packages featuring aespa. Multi-packs will feature group images, while single-serving packs will be printed with individual member photos. The special package will first launch in China in November 2025, followed by a worldwide rollout, including Korea, in December.
- Fan Engagement: To further engage consumers, multi-packs of Shin Ramyun and Shin Ramyun Tumba will include collectible photocards featuring members’ photos and handwritten messages. Nongshim also plans a range of offline activities, including in-store advertising and promotional events in retail locations globally.
aespa shared their excitement, noting that Shin Ramyun has always been a favorite during their busy schedules, stating they look forward to sharing its appeal with fans everywhere as official ambassadors. This collaboration is seen as a major move to solidify the perception that “K-ramyeon equals Shin Ramyun” on the global stage.
