Nongshim Appoints aespa as Global Brand Ambassador for Shin Ramyun

Nongshim has officially announced the appointment of the K-pop group aespa as the new Global Brand Ambassador for Shin Ramyun. This marks a significant milestone for the brand, as it is the first time Nongshim has selected a worldwide representative. With their strong global influence, aespa aims to convey the slogan “Spicy Happiness In Noodles,” introducing the unique taste and cultural appeal of Shin Ramyun to audiences in major international markets.

This collaboration was highlighted by a representative from Nongshim, who stated, “aespa’s strong cultural presence, authentic global reach, and ongoing engagement with Shin Ramyun and Chapagetti since 2021 made the group a natural and compelling ambassador for the brand’s next stage of global expansion.”

New Commercial Showcases aespa’s Energy

Accompanying this announcement is a vibrant new commercial featuring aespa, now available on the brand’s official global YouTube channel. Produced in a lively music-video format, the film showcases the group’s vocal talents, performance style, and artistic identity. The campaign’s soundtrack features aespa’s rendition of “Spice Up Your Life,” the classic 1997 hit by the British pop group Spice Girls. This reinterpretation adds a modern twist, perfectly aligning with the campaign’s theme of delivering “spicy happiness” to consumers worldwide.

The commercial emphasizes the universally enjoyable experience that Shin Ramyun offers, capturing joyful reactions from consumers. Additionally, it features an original “Shin Ramyun Dance,” which incorporates movements inspired by the product preparation process, such as opening the package, adding water, and preparing chopsticks. The dance also includes finger gestures representing each letter of “SHIN.” This engaging approach aims to resonate with audiences across various regions, including the United States, China, Japan, Europe, and Southeast Asia.

Special Packaging and Promotions

In conjunction with the new ad campaign, Nongshim is set to introduce a special “aespa Special Package” of Shin Ramyun. This multi-pack will feature a group image of aespa, while individual packs will showcase the group’s members. The package is scheduled to launch in China in November 2025, with a global rollout planned, including in Korea.

The promotional activities will also include selected Shin Ramyun and Shin Ramyun Toomba multi-packs that contain photocards featuring member photos, handwritten messages, and QR codes linking to exclusive behind-the-scenes videos. To further engage consumers, Nongshim plans various offline activations, including branded pop-up experiences and in-store promotions across global retail channels.

Members of aespa expressed their excitement about this collaboration, stating, “Shin Ramyun has always been a brand we enjoy in our daily lives, whether on broadcasts or during tours. We’re excited to move from enjoying the product to officially representing it, and we look forward to sharing its appeal with fans around the world.”

As Nongshim embarks on this new chapter with aespa, the brand aims to strengthen its presence and connect with a broader audience, bringing the flavors of Shin Ramyun to even more fans globally.