[Edaily Reporter Kim Ji-woo ] Nongshim(004370)will end its contract with the girl group aespa, whom it selected as the first global ambassador for Shin Ramyun, at the end of this month. As the company accelerates its expansion into overseas markets, it plans to prioritize product competitiveness over high-profile models and broaden its reach to local consumers through viral marketing campaigns featuring global influencers.

According to industry sources on the 9th, Nongshim plans to terminate its Shin Ramyun global ambassador contract with aespa at the end of this month. The initial contract term was one year, and the company has decided not to renew it upon expiration. This comes exactly one year after aespa was selected as the brand’s first global ambassadors last November.

The decision to appoint aespa was a strategic move to leverage K-pop stars’ global recognition and fanbase for Shin Ramyun’s marketing. In fact, the second global advertising video for Shin Ramyun featuring aespa surpassed 100 million views on YouTube within two weeks of its release in late August.

Nongshim did not disclose the exact reasons for terminating the contract. A Nongshim spokesperson stated, “Following the termination of the contract with aespa, we plan to continue our global marketing efforts without a new brand ambassador for the time being,” adding, “We plan to focus on the product’s taste and quality and promote it through global influencers and other channels.”

Nongshim is strengthening its global market strategy by operating its Noksan export-only factory and expanding its overseas distribution network. As the number of countries and sales channels increases, the role of marketing in encouraging local consumers to choose Shin Ramyun on store shelves becomes increasingly important.

This decision is also seen as a move to improve cost efficiency. While global campaigns featuring high-profile models incur significant costs for model fees and advertising production and execution, influencer marketing and digital content allow for easier adjustment of budgets and strategies based on consumer reactions in each country.

The focus of marketing is also expected to shift from brand awareness to driving actual purchases. While interest in K-culture may serve as an entry point for consumers to try Korean ramen for the first time, the company explains that taste and quality are ultimately the key drivers of repeat purchases. The strategy is to attract consumer interest through content created by local influencers and leverage the product’s competitiveness to drive repeat purchases.

Domestic ramen competitors are also adjusting how they utilize advertising models based on the messages their brands aim to convey and market conditions. Ottogi(007310)selected BTS member Jin as the global model for Jin Ramen last February, featuring his image on cup noodle products exported to the U.S., Canada, China, Vietnam, and Indonesia. While the company expanded its reach among the global fanbase by featuring the model not only in advertising videos but also on product packaging and stickers, the contract ended in late February of this year without renewal.

An OTOKI official stated, “The campaign with BTS’s Jin had a positive effect on raising Jin Ramyun’s brand awareness both domestically and internationally,” but added, “We determine advertising methods and whether to use brand ambassadors based on our brand strategy and objectives at each stage.”

OTOKI is preparing a new advertising campaign for Jin Ramyun, targeting a launch by the end of this year or early next year. However, details such as whether a model will be featured have not yet been finalized. Currently, TV personality Heo Kyung-hwan is featured in ads for Jin Bibim Ramyun and Jin Mil Ramyun, while ordinary people are featured in ads for Hangang Ramyun.

In some cases, companies feature their own original characters. SamyangFoods(003230)promotes its flagship brand, “Buldak,” through its original character “Pepo.” Developed by group affiliate Samyang Ani, Pepo is featured on product packaging, social media content, and pop-up stores, and the brand is expanding its reach through merchandise such as plush toys and keychains.

Pepo has also been featured on the packaging for “Buldak Swish” and “Buldak Mac & Cheese,” which are targeted at the North American market. The company’s vision is to develop Pepo into a brand with its own dedicated fan base, moving beyond its role as a mere promotional character.

An industry insider stated, “While large-scale campaigns featuring big-name models can be effective in some cases, product experiences, digital content, and localized marketing may be more appropriate,” adding, “There is a growing trend toward determining advertising methods and whether to use models based on the brand’s strategy and objectives at any given time.”