Nongshim brings Shin Ramyun to Gamescom 2026 to delight global gamers
Nongshim expands its global lifestyle brand presence at Gamescom 2026, connecting Shin Ramyun with gaming culture through immersive experiences.
NBNTV = Ban Jae-dong. Nongshim has set out to promote the spicy flavors of Korea to gamers worldwide.
Nongshim announced on the 28th that it is participating in Gamescom 2026, the world's largest gaming expo, held in Cologne, Germany, from the 26th to the 30th. The company plans to strengthen its status as a global lifestyle brand and expand its brand experience by linking Shin Ramyun, the representative of K-noodles, with gaming.
Nongshim noted that Gamescom is more than just an expo for introducing new game titles and technologies; it is a festival where gamers from all over the world enjoy a new culture together. The company aims to share happy moments with visitors by combining the 'Spicy Happiness' contained in Shin Ramyun's brand slogan, 'Spicy Happiness in Noodles,' with gaming.
Nongshim has set up an experiential booth with the 'Shin Ramyun Factory' concept in Hall 8 of Gamescom. Visitors can become virtual employees of the factory and participate in four types of experiential games, such as 'Pumping Game' and 'Topping Ball.' Points earned by completing the games can be exchanged at an outdoor booth for Shin Ramyun fans, pouches, and 'KPOP DEMON HUNTERS: A SING-ALONG EVENT' collaboration goods.
Nongshim is also participating as the sole sponsor of 'gamescom beach,' an outdoor relaxation area at the exhibition hall, decorating the entire space with the 'TASTE SHIN' theme. During the event, this area will operate under the official name 'gamescom beach spiced up by Nongshim.'
The gamescom beach features a Shin Ramyun Tomba tasting zone, a photo zone, and a lounge. Visitors can take a break while touring the exhibition to taste products and take photos.
Additionally, on the 27th, Kim Hyung-seok, head of Nongshim's European subsidiary, presented the global growth process and future vision of Shin Ramyun, which has reached its 40th anniversary, to global corporate executives.
With this participation in Gamescom, Nongshim plans to expand its touchpoints with local European consumers and strengthen various experiential B2C marketing targeting the global MZ generation.
“Shin Ramyun, which has been part of Koreans' daily lives for 40 years, has now grown into a global brand loved all over the world,” said Kim. “By adding new joy and cultural experiences to the representative spicy flavor of Korea, we will grow Shin Ramyun, the soul food of Koreans, into the soul food of people worldwide.”
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