Nongshim's Shin Ramyeon has made history in the South Korean food industry by surpassing 20 trillion won ($15 billion) in cumulative sales since its launch 40 years ago. This achievement marks a rare milestone for a single food brand, not only in the ramen sector but across the entire food industry. The company aims to increase its overseas sales share to 60% and achieve group sales of over 7.3 trillion won ($6 billion) by 2030.
On May 13, Nongshim held a media briefing at the Lotte Hotel in Seoul to discuss the achievements of Shin Ramyeon over the past four decades and its global vision.
Launched in October 1986 with the tagline "Spicy flavor that moves men," Shin Ramyeon became the top-selling ramen in South Korea in 1991 and has maintained its leading position for 35 years. The cumulative sales have reached approximately 42.5 billion units.
Jo Yong-cheol, CEO of Nongshim, stated during the briefing, "The cumulative sales of 20 trillion won is not just a financial achievement; it is evidence that we have been part of consumers' daily lives worldwide for 40 years. What Shin Ramyeon has created are countless moments, memories, and slices of life for many people." He quoted the late founder of Nongshim, Shin Chun-ho, saying, "Korean flavors will become the most global flavors," highlighting the brand's heritage.
Nongshim has outlined its 'Vision 2030' plan, aiming to increase total group sales to 7.3 trillion won and achieve over 60% in overseas sales by 2030. Jo described the goals as "challenging but entirely achievable," citing the completion of a second export-only factory in Busan, entry into the U.S. snack market, and diversification into new business areas as key factors.
In terms of global marketing, the integration with K-culture has yielded visible results. Shim Kyu-cheol, head of global marketing, noted that the first advertising campaign featuring the K-pop girl group aespa as global ambassadors garnered over 500 million views worldwide, stating, "Shin Ramyeon has established itself as a cultural product representing K-culture beyond just a food item."
Indeed, Shin Ramyeon participated in three major winter festivals worldwide, including the Quebec Winter Carnival in Canada, the Sapporo Snow Festival in Japan, and the Harbin Ice Festival in China. The brand also launched large outdoor advertising campaigns in key locations such as Times Square in New York and Piccadilly Circus in London.
A new product celebrating the 40th anniversary was also unveiled. Nongshim plans to launch 'Shin Ramyeon Rose' simultaneously in Korea and Japan on May 18, with a global rollout starting in June. Inspired by the modi-shumer trend, this product combines gochujang with tomato and cream sauce, under the 'K-Rose' concept, taking about four years to develop. Additionally, in June, Nongshim will open a brand experience space called 'Shin Ramyeon Bunsik' in Seongsu-dong, Seoul, to engage with younger consumers and foreign tourists.
Shin Ramyeon is currently exported to over 100 countries and has established itself as a top-five brand in the global ramen market. Nongshim aims to expand beyond its fried noodle portfolio into all areas of noodle dishes, including dry noodles, stir-fried noodles, and pasta, positioning itself as a 'global noodle solution provider.'
Jo emphasized, "Today's consumers are looking for more than just a tasty product; they demand health, convenience, and the experiences and culture that come with it. As we move into an era where individual solutions are needed rather than a one-size-fits-all answer, Nongshim aims to be the company that can meet all tastes through the medium of 'noodles.'"
* This article has been translated by AI.
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