[Edaily Reporter kim mi-kyung ] Nongshim is making inroads into New York City’s culinary and cultural scene with its Shin Ramyun brand. The company’s strategy is to establish premium Shin Ramyun within mainstream American consumer culture through collaborations with renowned local restaurants and the Korean Cultural Center.

Nongshim(004370)The company announced on the 9th that it will launch a series of collaborative marketing campaigns featuring Shin Ramyun this month with the New York Korean restaurant “Atoboy” and the New York Korean Cultural Center.

First, in collaboration with Atoboy, the company will introduce a limited-time menu item, the “Shin Ramyun Pancake,” for the entire month. This is a commemorative project marking the 40th anniversary of Shin Ramyun’s launch and the 10th anniversary of Atoboy’s opening. Atoboy is a Korean restaurant that offers a modern reinterpretation of Korea’s banchan (side dish) culture; it was the first restaurant launched by the team behind the world-renowned fine-dining restaurant “Atomix.”

The “Shin Ramyun Pancake” was developed with Korea’s jeon (pan-fried dishes) as its inspiration. Boiled Shin Ramyun noodles are pan-fried until crispy, then topped with shrimp and Cheddar cheese seasoned with Shin Ramyun broth, and finished with Atoboy’s aged chili oil to enhance the spicy flavor. Nongshim will also participate in Atoboy’s 10th-anniversary celebration, taking place on the 28th at Radio Park in New York. They plan to set up a “Shin Ramyun Bunsik” booth at the event to host tasting sessions of Shin Ramyun and “Shin Ramyun Tumba” for chefs and foodies.

The collaboration with the Korean Cultural Center in New York will also continue. From the 7th of this month through the 22nd of next month, Nongshim will operate “Shin Ramyun Bunsik” in a Korean-style PC bang-themed space set up on the second floor of the Cultural Center. Shin Ramyun cups and the snack brand “Bbangbu-jang” will be on permanent display at the venue, and tasting events will be held during major events such as film festivals and K-pop fan festivals. The goal is to introduce the Korean PC bang snack culture—where people enjoy ramen and snacks while gaming—to the local community. This collaboration marks the second project following last year’s “Han River in NYC with SHIN RAMYUN” event held at the Korean Cultural Center in New York.

Nongshim has recently been strengthening its local marketing efforts in the U.S. to expand its consumer reach. Following a large-scale experiential event held in New York’s Times Square last year, the company opened “Shin Ramyun Bunsik” in Terminal 1 of New York’s JFK International Airport—which handles 62 million passengers annually—in December of the same year. In January of this year, Shin Ramyun was featured in a special episode of ABC’s flagship talk show “Jimmy Kimmel Live!,” further boosting the brand’s recognition within American popular culture.

Through this series of marketing initiatives in New York, Nongshim plans to position Shin Ramyun as more than just instant noodles—but as a brand that represents Korean cuisine and culture. A Nongshim spokesperson said, “We will continue to promote Shin Ramyun’s brand value and further strengthen its status as a leading K-food brand through various marketing efforts that expand our engagement with local consumers.”