Nongshim launches second global Shin Ramyun campaign with aespa

Nongshim is launching its second global campaign for Shin Ramyun on the 20th, featuring global brand ambassadors aespa.

Through this campaign, Nongshim aims to introduce global consumers to the "spicy happiness" of Shin Ramyun—a flavor designed for everyone to enjoy in their daily lives—via a variety of digital content.

Nongshim's first global campaign last November, which featured a music video-style advertisement utilizing aespa's music and performances, garnered 270,000,000 views and successfully promoted the global slogan, "Spicy Happiness In Noodles." This second campaign shifts the setting from the stage to everyday life, capturing the members of aespa enjoying various moments—such as cooking, shopping, and traveling—with Shin Ramyun.

The campaign's main video opens with aespa stating, "Spicy flavor is happiness to us." This is followed by an omnibus-style sequence showing the members experiencing four different daily scenarios with Shin Ramyun.

The footage depicts the members cooking Shin Ramyun with friends, shopping for the product at stores, and enjoying it with colleagues while traveling. In a final quiz segment, when asked, "What is another word for happiness?" the group wittily responds, "SHIN," playfully highlighting the spicy joy provided by Shin Ramyun.

Through these videos, Nongshim intends to convey that Shin Ramyun—as Korea's leading ramen reflecting its culinary culture—adds joy to ordinary life and makes shared moments more special, embodying the essence of "Spicy Happiness.'

Nongshim will release a total of 15 video pieces, including one main advertisement and 14 digital shorts. The upbeat shorts expand on the daily life scenes from the main film, while interview-style segments featuring the members discussing their favorite Shin Ramyun moments and toppings will naturally showcase their personal tastes to global consumers.

The campaign will roll out globally, beginning with Nongshim's international hubs in North America, Asia, and Europe.

"This second campaign focuses on using aespa to relatably show how global consumers enjoy Shin Ramyun in their actual daily lives," a Nongshim official said. "Together with our global ambassadors aespa, we will expand our touchpoints with overseas consumers and more actively promote the value of our global slogan, 'Spicy Happiness In Noodles.'"

aespa also added, "We hope fans around the world will enjoy the happy, spicy taste of Shin Ramyun in their own daily lives, too."