Travelers leave Pokhara, Nepal's second-largest city and a gem of the Himalayas, and arrive at the last point accessible by jeep. From there, they embark on a challenging week-long trek to Annapurna Base Camp (ABC), located at an altitude of 13,600 feet.
The breathtaking scenery, often referred to as the roof of the world, captivates trekkers, but what surprises many Korean hikers is the constant presence of Shin Ramyeon throughout their journey.
During the week-long trek, hikers stay in lodges, where they can find a familiar item on every menu: "KOREAN NOODLE SOUP." Curious trekkers who order it are invariably served Shin Ramyeon.
At the beginning of the trek, travelers are astonished to find Shin Ramyeon in such a remote area, snapping photos of the packaging and menus. However, as they continue, they come to accept its presence as a norm. While travelers often worry about unfamiliar local cuisine, those hiking in Annapurna can set those concerns aside, knowing they can enjoy a taste of home.
The availability of Korean ramen at such high altitudes is due to the efforts of local vendors. All Shin Ramyeon sold along the trekking route is supplied by large supermarkets in Pokhara. Lodge operators and distributors purchase the ramen in bulk, which is then transported up the mountain by donkeys or porters.
Interestingly, from the village of Bamboo onwards, all supplies must be carried by hand. This is due to the challenging terrain and restrictions on meat imports influenced by local Hindu temples, which also prohibit animal access. As a result, professional porters must carry boxes of ramen on their backs, step by step.
As a consequence of these logistical challenges, the price of ramen increases with altitude. Shin Ramyeon, which sells for about 6,000 won at mid-trek points, can cost as much as 10,000 won at ABC, more than ten times the price at supermarkets below. Given the difficulty of finding gas or firewood to boil water, it becomes a rare and sought-after commodity, often selling out due to high demand from travelers.
In the high-altitude environment where luggage weight is severely limited, why do local lodge owners choose to carry Shin Ramyeon? A lodge owner named Gurung from the village of Chomrong explained, "We have limited space for groceries, so we must bring the best-selling products. Shin Ramyeon is the most recognized and sought-after ramen among trekkers." When asked if this was due to the high number of Koreans, he shook his head, stating that even foreign tourists from other countries prefer it more.
Upon reaching the final destination at Annapurna Base Camp, I ordered Shin Ramyeon for dinner. It arrived quickly in a worn stainless steel bowl, looking just like what a Korean grandmother would serve, with perfectly cooked noodles and a rustic presentation of a yellow egg. After walking over 30,000 steps in the cold mountain air, the familiar spicy flavor brought comfort.
Looking around the restaurant, I noticed foreign trekkers also enjoying Shin Ramyeon. When I asked a Chinese tourist named Jessie why he ordered it, he said, "After a cold and exhausting hike, I instinctively craved something hot and spicy, and Shin Ramyeon is just that. I often eat it back in China, so I'm familiar with it." He even pulled out side dishes he had brought from China to enjoy with his ramen.
This year marks the 40th anniversary of Shin Ramyeon, which has penetrated even the remote regions of the Himalayas. The brand recently achieved cumulative sales of 20 trillion won and 42.5 billion units sold, establishing itself as a beloved brand in over 100 countries. Approximately 40% of total sales now come from international markets, solidifying its status as a global brand. Nongshim has adopted the global slogan "Spicy Happiness In Noodles" and is accelerating its efforts to expand in overseas markets.
A Nongshim representative stated, "In regions like Nepal, there are no local corporations or staff, so local wholesalers handle distribution after we supply the products. Given the mountainous terrain and tourist nature, we see that hikers frequently seek out ramen."
* This article has been translated by AI.
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