Nongshim Brings Shin Ramyun to New York With Atoboy Collab and PC-Bang Pop-Up

Nongshim is turning New York into the next stage for Shin Ramyun. The Korean food giant is rolling out two July collaborations in the city, one with a Michelin-starred Korean restaurant and one with a public cultural institution, as it works to plant its signature spicy noodle deeper into the American market.

The first partnership brings Shin Ramyun into one of New York's most respected Korean kitchens. Nongshim is teaming up with Atoboy, the Manhattan restaurant known for reimagining Korean banchan as modern tasting plates, on a limited menu item called the "Shin Ramyun Pancake." The dish runs for the full month of July and marks a symbolic pairing. Shin Ramyun is celebrating its 40th anniversary this year, and Atoboy is marking its 10th.

Atoboy opened in 2016 and has since built a devoted following among New York food critics. It also served as the launch pad for Atomix, the fine dining restaurant that holds two Michelin stars and topped the 2025 North America's 50 Best Restaurants list.

The "Shin Ramyun Pancake" builds on the Korean tradition of jeon, or savory pancakes. Boiled Shin Ramyun noodles are pressed flat and pan-fried until crisp, then topped with shrimp seasoned in Shin Ramyun broth and sharp cheddar cheese. Both the batter and the toppings are seasoned with Shin Ramyun's soup powder and Atoboy's house-aged chili oil, giving the dish a deep, layered heat.

Nongshim is also joining Atoboy's 10th anniversary event on the 28th at Radio Park in New York, where it will run a "Shin Ramyun Bunsik" booth. Chefs, food writers, and other guests on-site will be offered tastings of Shin Ramyun and Shin Ramyun Toomba as part of the brand push.

The second collaboration lands a few blocks away, inside the Korean Cultural Center New York, which operates under South Korea's Ministry of Culture, Sports and Tourism. From July 7 to August 22, the center's second floor is being transformed into a Korean-style PC bang, the internet cafes where young Koreans game, snack, and hang out for hours. Nongshim is running a "Shin Ramyun Bunsik" pop-up inside that space.

It is the second joint project between Nongshim and the Korean Cultural Center, following the "Han River in NYC with SHIN RAMYUN" event that drew attention in 2024. This year's version is tied to the center's summer campaign, "It's Time for K-Culture 2026 - Escape the Summer, Dive into Korea," and is designed to introduce New Yorkers to the specific Korean habit of eating instant noodles and snacks while gaming.

The booth will keep cups of Shin Ramyun and Nongshim's snack "Bbangbujang" on permanent display. Nongshim also plans to hand out samples during larger events at the cultural center over the run, including a film festival and a K-pop fan festival, when foot traffic peaks.

The two July partnerships fit into a longer New York push that Nongshim has been building for nearly a year. Last October, the company launched a global campaign with an outdoor ad and a large experience booth for Shin Ramyun in Times Square. In December, it opened its fourth global "Shin Ramyun Bunsik" location inside Terminal 1 of JFK International Airport, which handles about 62 million travelers a year. This January, Shin Ramyun appeared in a full episode of "Jimmy Kimmel Live!" on ABC, a moment the company points to as proof of the brand's reach into mainstream American pop culture.

"We will continue to expand local marketing and consumer touchpoints, delivering the value of 'Spicy Happiness In Noodles' to consumers in the U.S. and around the world, and strengthening Nongshim's standing as a leading K-food brand," a company representative said.

Taken together, the July collaborations show how far Shin Ramyun's American strategy has moved beyond the grocery aisle. A Michelin-starred chef, a government cultural center, an airport terminal, and a late-night network talk show are all now part of the same brand map. In New York, at least, Shin Ramyun is no longer just a Korean import. It is being placed inside American dining, gaming, and pop culture at once.