Nongshim Opens Shin Ramyun Booths at K-Culture Festivals in India

Nongshim (004370.KS) said on the 3rd that it will run "Shin Ramyun Bunsik" booths to promote its flagship instant noodles at the HYBE India Pop-up Park, a K-culture festival taking place in four Indian cities from the middle of this month.

The HYBE India Pop-up Park is part of an audition project HYBE (352820.KS) is running in India, offering K-pop fandom activities, creative experiences and brand collaboration programs. It will be held in stages in Chennai, Kolkata, Chandigarh and Kochi starting in mid-month. Nongshim took part in the first edition of the event in six Indian cities in the first half of this year, where it held Shin Ramyun tastings.

The company will again set up "Shin Ramyun Bunsik" booths for tastings at this round of events. It plans to let local consumers try the noodles firsthand through participatory events such as roulette games and giveaways. "We joined the event to turn interest in Korean culture generated through K-pop into a chance to experience Shin Ramyun, a signature K-food, in person," a Nongshim official said. "We will expand experiential marketing that lets local consumers taste and enjoy Shin Ramyun, strengthening the brand's foundation in the Indian market."

Nongshim has recently been accelerating its expansion in India with Shin Ramyun at the forefront. Exports to India rose about 47% in the first half of this year from a year earlier, and in May the company partnered with Blinkit, the leader in India's quick-commerce market, as it widens its local distribution network.