K-POP Fans in India Can Now Get a Taste of Shin Ramyun

Nongshim is bringing its iconic Shin Ramyun to young Indian consumers through HYBE INDIA Pop-Up Park, a K-culture festival taking place across four Indian cities this September.

Starting in mid-September, the company will set up its “Shin Ramyun Bunsik” booth in Chennai, Kolkata, Chandigarh, and Kochi, giving K-POP fans the chance to taste the popular Korean instant noodle brand while taking part in interactive activities.

Visitors can try Shin Ramyun and join games such as roulette events for a chance to win prizes, creating a more hands-on experience around the brand.

The HYBE INDIA Pop-Up Park is part of HYBE’s local audition project and combines K-POP fandom activities, creative experiences, and brand programs in one space.

For Nongshim, it is also an opportunity to turn growing interest in Korean culture into interest in K-food.

The company previously joined the first HYBE INDIA Pop-Up Park events across six Indian cities during the first half of the year. Attendees shared their Shin Ramyun experiences on social media, helping the brand reach even more local K-culture fans.

Nongshim has been expanding its presence in India as interest in Korean food continues to grow. The company partnered with Blinkit, India’s leading quick-commerce platform, in May to strengthen its distribution network, while its exports to India increased by approximately 47% year over year during the first half of the year.

“We participated in the event to connect the interest in Korean culture created through K-POP with opportunities for consumers to experience Shin Ramyun, a representative K-food brand, firsthand,” a Nongshim representative said.

With K-POP fans already having genuine interest around Korean culture, Nongshim is betting that the next step could be discovering what’s in the bowl.