Nongshim names aespa as global face of Shin Ramyun for spicy international push
Nongshim launches global campaign with aespa to elevate Shin Ramyun’s cultural and commercial appeal
In a spicy new twist on celebrity endorsement, Nongshim has enlisted K-pop heavyweight aespa as the first-ever global ambassador for its flagship Shin Ramyun brand. This move kicks off a multifaceted marketing blitz aimed at boosting the brand’s cultural cachet and shelf presence outside of South Korea.
This article explores how the aespa partnership aligns with Nongshim’s broader global ambitions, what marketers can learn from the campaign’s execution, and why the fusion of K-pop and FMCG could mark a turning point for brand localization strategies in Asia.
Short on time?
Here’s a table of contents for quick access:
- What’s happening with Shin Ramyun and aespa?
- Why this campaign matters for global CPG marketing
- What marketers should watch from this partnership
Patrecia Meliana
What's happening with Shin Ramyun and aespa?
Nongshim has named aespa — the SM Entertainment girl group with global reach — as its official global ambassador for Shin Ramyun. The move introduces a fresh brand slogan, “Spicy happiness in noodles,” and marks a significant upgrade in how Shin Ramyun is marketed to international consumers.
To kick off the campaign, the brand launched a vibrant, music-video-style ad featuring aespa across its global YouTube channels. The spot reimagines the Spice Girls' 1997 hit Spice Up Your Life, infusing it with aespa’s signature visuals, vocals, and choreography. The film centers on the joy of eating Shin Ramyun, introducing a 'Shin Ramyun dance' that mimics the noodle-making process and even spells out “Shin” in finger gestures.
The ad will run across key international markets including the US, China, Japan, Europe, and Southeast Asia.
Beyond the screen: special packaging, photocards, and pop-ups
The campaign extends far beyond digital. Nongshim is rolling out a special edition Shin Ramyun package featuring aespa’s imagery. Multipacks showcase the group as a whole, while individual packs are dedicated to each member.
In select regions like China (where the rollout begins this November), consumers can expect extras like collectible photocards, handwritten notes, and QR codes that unlock behind-the-scenes content. Offline, the brand is investing in pop-up stores and in-store activations across major global retailers to reinforce campaign visibility.
aespa noted in a joint statement that their longstanding enjoyment of Shin Ramyun “on broadcasts and during tours” made this a natural fit — now formalized through a commercial partnership.
Why this campaign matters for global CPG marketing
At its core, this campaign blends celebrity K-pop appeal with tangible consumer product engagement. More global FMCG brands are testing similar moves as they look to localize for younger audiences abroad.
aespa’s appointment is not a one-off tactic. Nongshim previously teamed up with Netflix’s K-Pop Demon Hunters for a character-based collaboration featuring branded noodle packaging and themed sauces. The aespa campaign builds on that momentum but takes a more mainstream entertainment approach, this time led by human idols instead of animated characters.
By tying Shin Ramyun’s spicy flavor to the energy of a K-pop group, Nongshim is leaning into emotional resonance and fandom dynamics. These are potent tools for driving repeat purchases and encouraging brand evangelism, especially among Gen Z consumers outside Korea.
What marketers should watch from this partnership
Whether you’re in food and beverage, beauty, or tech, this campaign is a case study in experiential and culture-led marketing. Here’s what stands out:
1. Global localization through culture
Nongshim is not just translating ads. It is exporting a cultural product with contextualized flavor. aespa brings an international flair without losing the Korean brand essence.
2. Fandom mechanics as brand strategy
With elements like photocards, exclusive content, and group-specific packaging, the campaign borrows heavily from K-pop's merch model. These tactics are proven to increase customer lifetime value by turning buyers into collectors.
3. Omnichannel activation done right
From TikTok-friendly choreography to physical pop-ups, the campaign spans digital and retail without losing coherence. For marketers eyeing full-funnel brand storytelling, this is a roadmap.
4. The power of sonic branding
The decision to remix Spice Up Your Life is not just nostalgic. It is strategic. Music, especially in K-pop, functions as a branding vehicle that boosts emotional connection and memorability.
Patrecia Meliana
Nongshim’s aespa-led campaign signals a bolder shift in how legacy FMCG brands can stay culturally relevant while scaling globally. The fusion of pop culture and packaged goods is not new, but with the right execution, it can unlock fan-fueled global growth.
Marketers across industries should take note. The future of brand globalization may not lie in translations but in cultural fluency and fandom-powered storytelling.
