Nongshim, South Korea's top instant noodle maker, unveiled a new kimchi-flavored Shin Ramyun next month. This comes after customers liked an earlier version that featured characters from the Netflix animated film "KPop Demon Hunters."
The company will first release the Shin Ramyun Kimchi Stir Fry in South Korea on Nov. 24 through the Emart discount store chain, before expanding to other countries, starting with Australia and Taiwan.
Nongshim's global brand recognition has grown significantly, with two limited-edition instant cup noodles featuring the virtual girl group HUNTR/X from KPop Demon Hunters on the packaging. The movie also showcases Korean cup noodles and snacks that resemble Nongshim's products.
To meet growing demand abroad, Nongshim is increasing production in South Korea. The company operates five ramyeon (instant noodle) plants in Korea, including two in Busan, with a third plant in the city dedicated to exports currently under construction. Nongshim also has three factories in China and two in the United States.
With this expanded network, Nongshim aims to increase its overseas sales, which now make up 38% of total sales.
In the first half of this year, the company reported 1.76 trillion won ($1.2 billion) in sales. Its third-quarter results are expected next week.
Holding around 60% of Korea’s 2 trillion-won instant noodle market, Nongshim recently launched a new slogan, "Spicy Happiness in Noodles," as part of its push to introduce Korean flavors to more international customers.
Executive Statement
According to Shim Gou-chul, the executive vice president of Nongshim's global marketing division, with Shin Ramyun Kimchi Stir Fry, they are targeting 60 to 70 markets [worldwide] and considering an instant cup noodle version. The new product follows Shin Ramyun Toomba, which has sold about 60 million units worldwide since its debut in October. Nongshim hopes the kimchi-flavored noodles will match that success.