Nongshim participated in the Middle East Film & Comic Con (UAE Comic Con), the largest pop culture festival in the region, to promote its Shin Ramyeon brand and engage with local Gen Z audiences.
From September 11 to 13, Nongshim successfully operated a promotional booth and food truck at the UAE Comic Con held at the Abu Dhabi National Exhibition Centre, the company announced on September 14.
The UAE Comic Con is the largest entertainment expo in the Middle East, covering film, animation, gaming, and cosplay, attracting over 45,000 visitors annually. Following its participation in the world's largest gaming exhibition, Gamescom, last month in Germany, Nongshim is solidifying Shin Ramyeon's position as a global lifestyle brand.
The Shin Ramyeon booth featured photo zones, a merchandise shop, and a 360-degree camera area, drawing visitors' attention. The booth's wall, designed to showcase the Shin Ramyeon lineup, became a popular spot for social media posts among local attendees. Limited edition merchandise, including Shin Ramyeon keychains and stickers, also received a positive response.
In the outdoor area, a food truck themed around Shin Ramyeon offered visitors a taste of Korea's spicy flavors. A tasting zone featuring a large Shin Ramyeon cup sculpture captivated visitors and enhanced the event's atmosphere.
A Nongshim representative stated, "We plan to continue the momentum from Comic Con by launching special displays for the Shin Ramyeon brand in major supermarkets across the Middle East in October. We will strengthen localized marketing efforts to expand our reach among global consumers, including those in the Middle East."
Shin Ramyeon, launched in 1986, 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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