Nongshim is accelerating its market penetration in New York by launching collaborative marketing efforts with local Korean restaurants and public institutions.
On July 9, Nongshim announced a partnership with the popular Korean restaurant Atoboy to introduce a special menu item, 'Shin Ramyeon Pancake,' throughout July. This collaboration celebrates the 40th anniversary of Shin Ramyeon and the 10th anniversary of Atoboy.
Opened in 2016, Atoboy offers modern interpretations of traditional Korean side dishes. The restaurant has earned a Michelin Guide two-star rating and was ranked first in the 2025 'North America’s 50 Best Restaurants' list, which originated from the fine dining establishment Atomix.
The Shin Ramyeon Pancake is a unique dish inspired by Korean jeon (pancakes). It features well-cooked Shin Ramyeon noodles flattened and topped with shrimp and cheddar cheese, accompanied by a special aged chili oil made from Shin Ramyeon soup for added spiciness.
Nongshim will also participate in Atoboy's 10th-anniversary celebration on July 28 at Radio Park in New York, where it will operate a 'Shin Ramyeon Snacks' booth, offering tastings of Shin Ramyeon and Shin Ramyeon Tumbas.
Additionally, Nongshim is collaborating with the Korean Cultural Center in New York. Until August 22, the center will host a Korean-style PC bang (internet cafe) event on its second floor, featuring 'Shin Ramyeon Snacks.' This initiative aims to introduce the local community to the Korean PC bang culture, where patrons enjoy ramen and snacks while gaming.
The event will showcase Shin Ramyeon cups and the snack 'Bbangbujang,' with plans to provide tastings and sampling products during major cultural events such as film festivals and K-pop fan festivals.
Nongshim has been actively expanding its marketing efforts to connect with American consumers. Last October, it launched outdoor advertising in Times Square, and in December, it opened a 'Shin Ramyeon Snacks' store at Terminal 1 of New York's JFK Airport. In January, Shin Ramyeon was featured in a standalone episode on ABC's talk show 'Jimmy Kimmel Live.'
A Nongshim representative stated, 'We will continue our local marketing efforts and expand consumer touchpoints to convey the value of 'Spicy Happiness In Noodles' and strengthen our brand presence globally.'
Shin Ramyeon was launched in 1986 and is celebrating its 40th anniversary this year. It has recently surpassed cumulative sales of 20 trillion won and 42.5 billion units sold, establishing itself as a global brand available in over 100 countries.
* This article has been translated by AI.
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