[Edaily Reporter kim mi-kyung ] Nongshim is setting out to target young Japanese consumers by combining K-fashion and K-food, both of which are gaining popularity in Japan. The company’s strategy is to expand the Shin Ramyun brand experience by partnering with the K-fashion platform Musinsa.

Nongshim(004370)The company announced on the 23rd that it will operate a Shin Ramyun brand booth at the “Musinsa Osaka Pop-Up Store 2026,” which runs through the 8th of next month at “VS,” a multi-cultural space in Umeda, Osaka, Japan.

This collaboration was designed to allow Japanese consumers who enjoy K-fashion to naturally experience both K-fashion and K-food in a single space. Umeda, where the pop-up is being held, is a major commercial district in Osaka with high foot traffic. The company plans to expand its engagement with local consumers through experiential marketing that combines fashion and food.

Nongshim will set up a separate tasting booth at the event venue and showcase freshly cooked “Shin Ramyun Tumba” using instant ramen cookers, reminiscent of Korea’s “Han River Ramen” culture. Any visitor who follows Nongshim Japan’s official Instagram account can sample the product, and customers who complete a survey after tasting will receive a free “Shin Ramyun Rosé” and be entered into a raffle for merchandise prizes.

“Shin Ramyun Tumba,” the product featured at the tasting event, combines a spicy flavor with a smooth, creamy taste. Nongshim launched “Shin Ramyun Tumba” in Japan in April 2025, and it became the first Korean ramen product to be named among the “Top 30 Hit Products of 2025” selected by the Japanese business magazine Nikkei Trendy. To date, cumulative sales in Japan have reached approximately 20 million packs.

Through this collaboration, Nongshim plans to not only offer product tastings but also raise brand awareness by showcasing Korean lifestyle. The Musinsa pop-up store features 71 fashion and beauty brands showcasing approximately 3,400 products. This is the largest pop-up event Musinsa has ever held in Japan.

A Nongshim spokesperson stated, “This collaboration is significant in that it offers Japanese consumers, who have a keen interest in K-culture, the opportunity to directly experience Korean flavors and food culture through Shin Ramyun,” adding, “We will continue to expand brand experiences tailored to the interests and lifestyles of local consumers through a variety of products, including Shin Ramyun Tumba and Rosé.”