Nongshim and Netflix's KPOP Demon Hunters bring ramen to the heart of K-pop fandom
Nongshim rides global K-pop hype with Netflix tie-in. Here’s what marketers should note.
Instant noodle giant Nongshim is getting in on the K-pop game, and it’s doing so with the help of Netflix.
The Korean food brand has announced a global collaboration with the streamer’s animated series K-pop Demon Hunters, spotlighting characters like Lumi, Mira, and Joy across a new lineup of limited-edition snacks and sauces.
But this isn’t just a design gimmick. This article explores how Nongshim is using storytelling, fandom culture, and product placement to turn snack food into a cultural bridge—and what B2B marketers can learn from it.
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Here’s a table of contents for quick access:
- What’s the Nongshim x Netflix collaboration about
- Why this tie-in goes deeper than packaging
- What marketers should know
Patrecia Meliana
What's the Nongshim x Netflix collaboration about
Nongshim has rolled out limited-edition packaging and upcoming product extensions based on K-pop Demon Hunters, Netflix’s animated series known for mixing supernatural action with Korean pop culture.
The collaboration features characters such as Lumi, Mira, Joy, SAJA BOYS, and DERPY the tiger across some of Nongshim’s most recognized products: Shin Ramyun, saewookkang (shrimp crisps), and a new “Shin Ramyun tumba all-purpose sauce” launching at the end of August.
Products will be sold in Korea, North America, Europe, Oceania, and key Southeast Asian markets. Beyond packaging, Nongshim is also launching themed ramen inspired by dishes featured in the series, supported by social media campaigns, offline pop-ups, and digital activations.
The timing of the collaboration couldn’t be better. Since the show's debut in June, fans have been speculating about Nongshim’s influence on the series. Viewers quickly noticed ramen and snack designs in the animation that resembled real-world Nongshim products. One standout scene, now widely shared among fans, features the main trio slurping instant noodles labeled “Mira,” “Rumi,” and “Zoey,” with visuals that closely mirror Shin Ramyun packaging.
Other nods include references like “Shin (神) ramen” and “Dongsim (동심),” which bear striking phonetic and visual similarities to Nongshim’s Shin Ramyun and corporate name. These elements sparked widespread buzz and helped lay the groundwork for what has now become an official partnership rooted in K-culture storytelling.
Why this tie-in goes deeper than packaging
At first glance, this might look like a standard co-branding play between a food brand and a piece of pop culture IP. But for Nongshim, the partnership serves a broader global branding strategy.
In July last year, Nongshim unveiled its new slogan, “Spicy happiness in noodles,” which aims to position Shin Ramyun as a feel-good, globally relevant comfort food. The Netflix collaboration brings that message to life by embedding Nongshim in a narrative centered on Korean music, food, and mythology.
According to the company, the collaboration didn’t come from a pitch deck. It grew from organic fan interest and online conversations. Rather than staying passive, the brand moved fast to respond and formalize the buzz into a real-world campaign.
This is a rare move in traditional FMCG marketing, where licensing deals and approvals often take months. Nongshim treated earned media chatter as a brand opportunity and scaled it globally.
What marketers should know
Marketers looking to use fandoms and pop culture as brand growth engines can take a few key lessons from the Nongshim x K-pop Demon Hunters campaign:
1. Watch how fans interpret your brand
The collaboration came to life because fans noticed Nongshim’s influence in the series. If your brand gets name-checked or referenced in entertainment or memes, treat that as a test signal. Tools like Sprinklr, Talkwalker, or Brandwatch can help detect those early cultural spikes.
2. Tie storytelling to physical engagement
The campaign goes beyond collectible packaging. Nongshim is recreating meals seen in the show and building digital and real-world experiences around it. That closes the loop between watching content and buying products, a move that boosts engagement and sales alike.
3. Let culture travel on its own terms
Instead of translating everything for each market, Nongshim is keeping its Korean cultural identity intact. The characters, language, and flavor cues all reflect Korean roots. This shows trust in the global audience’s appetite for authenticity, rather than watering it down for accessibility.
4. Ride the bigger K-wave moment
Nongshim joins a growing list of food brands jumping into K-pop culture. M&M’s teamed up with rookie group ILLIT, Snickers worked with SEVENTEEN’s Mingyu, and Indomie brought on NewJeans as global ambassadors.
The pattern is clear, pairing culturally relevant music acts with F&B brands helps tap Gen Z and fandom-first consumers more effectively than traditional campaigns.
By listening to its audience and responding with speed, Nongshim turned fan speculation into a full-blown global campaign. The Netflix tie-in with K-pop Demon Hunters is not just clever product placement, it’s a case study in how to merge IP, food, and culture for emotional resonance and brand lift.
For marketers, this is a reminder that good storytelling and reactive strategy can go hand in hand. Pop culture is no longer a nice-to-have. It's a global brand strategy waiting to be activated.
