Nongshim is making waves in New York City with its latest culinary collaboration and promotional efforts. The Korean food giant is not only launching a new Shin Ramyun product in partnership with a Michelin-starred Korean restaurant but also teaming up with public institutions to showcase K-ramen through dedicated booths.
On Thursday, Nongshim announced an exciting month-long special at the trendy Korean eatery Atoboy. Throughout July, diners can indulge in a unique twist on the classic instant noodle: Shin Ramyun Pancakes.
Atoboy, which opened its doors in 2016, has made a name for itself by reimagining traditional Korean side dishes with a modern flair. The restaurant’s innovative approach has earned it two coveted Michelin stars and the top spot on North America’s 50 Best Restaurants list last year.
The Shin Ramyun Pancakes are a creative fusion, marrying the signature spiciness of Shin Ramyun with Atoboy’s culinary expertise. This special dish draws inspiration from jeon, a traditional Korean pancake.
Picture this: Shin Ramyun noodles, pan-fried to crispy perfection, topped with succulent shrimp and melty cheddar cheese. But the pièce de résistance? The batter and toppings are infused with Shin Ramyun seasoning and Atoboy’s secret weapon – their house-aged chili oil.
But wait, there’s more! Nongshim is taking its flavor game to the streets on July 28 at Atoboy’s 10th-anniversary bash in Radio Park. They’ll be dishing out samples of Shin Ramyun and Shin Ramyun Tumbak to New York’s culinary elite and foodie influencers.
In a separate collaboration, Nongshim is partnering with the Korean Cultural Center in New York for a month-long pop-up event. From July 7 to August 22, visitors can experience a slice of internet café culture on the center’s second floor.
This unique installation is part of the It’s Time for K-Culture 2026 – Escape the Summer, Dive into Korea campaign. It aims to introduce New Yorkers to the quintessential Korean experience of noshing on instant noodles and snacks while gaming.
The pop-up will feature displays of Shin Ramyun cups and the snack Bbangbujang. During major events at the cultural center, such as film festivals and K-pop fan meetups, lucky attendees will get to sample these Korean comfort foods.
These New York initiatives are part of Nongshim’s ongoing strategy to win the hearts (and taste buds) of American consumers.
A Nongshim spokesperson enthused that they’re on a mission to spread Spicy Happiness In Noodles to food lovers worldwide. Through these engaging local marketing efforts and expanded consumer touchpoints, it’s cementing Nongshim’s place as the go-to brand for K-food globally.