[Edaily Reporter Han Jeon-jin ] Nongshim(004370)has launched an initiative in Mexico to target local consumers and expand its distribution network, led by Shin Ramyun. While promoting Shin Ramyun at a Hallyu expo, the company is accelerating its push into the Latin American market by holding discussions with major local retailers regarding new store placements and promotional campaigns.

Nongshim announced on the 27th that it was the only Korean instant noodle company to participate in the “2026 K-EXPO MEXICO,” held from the 24th to the 27th (local time) at the World Trade Center International Exhibition and Convention Center in Mexico City. Organized by the Ministry of Culture, Sports and Tourism and hosted by the Korea Creative Content Agency, the event featured business-to-consumer (B2C) exhibitions and performances, as well as business-to-business (B2B) export consultation sessions.

At the event, Nongshim designed its booth around “Shinverse,” the brand universe of its Shin Ramyun brand. The company set up a photo zone featuring its brand ambassadors, aespa, and showcased Shin Ramyun and Shin Ramyun Tumba in a tasting zone equipped with “Han River Ramyun Cookers.”

During the expo, the company also held business discussions with local distribution channels. Nongshim agreed with Sam’s Club—which operates approximately 170 stores in Mexico—to list Shin Ramyun Large Bowl and Shin Ramyun Tumba Large Bowl by the end of the year, with sales set to begin early next year. The company plans to expand its product lineup thereafter to include Shin Ramyun Rose and Shin Ramyun Kimchi Stir-Fried Noodles.

Nongshim has also agreed with Soriana, a major Mexican retail chain, to operate dedicated display shelves for Nongshim products and conduct promotional events in conjunction with “Buen Fin,” a large-scale local discount event scheduled for this coming November. In early next year, Shin Ramyun Rose is set to be introduced, accompanied by a launch event. The company also plans to pursue the addition of other stir-fried noodle products, such as Shin Ramyun Kimchi Stir-Fried Noodles, to store shelves in the future.

Nongshim is expanding its local marketing efforts, as evidenced by its participation in Mexico’s “Campo Marte 26” event last June. The company plans to use Mexico as a hub for penetrating the Central and South American markets and to continuously expand its distribution channels and consumer touchpoints.

Cho Yong-chul, CEO of Nongshim, stated, “We will continue to actively engage with global consumers and more aggressively expand our distribution channels in key markets worldwide to grow Shin Ramyun into the flagship brand of K-Food.” He added, “Based on this, we are determined to increase the share of overseas sales to over 60% by 2030 and achieve our targets of 7.3 trillion won in revenue and a 10% operating profit margin.”