Nongshim’s second global ad campaign for Shin Ramyun, featuring K-pop sensation aespa as brand ambassadors, has hit a milestone with 100 million YouTube views in just two weeks.
The food giant announced on Thursday that their latest Shin Ramyun × aespa collaboration, released late last month, reached the 100 million view mark in half the time of their previous campaign. The first ad took about a month to achieve the same feat last year.
Under the theme Spicy Flavor is Happiness, the new commercial offers a slice-of-life look at the aespa members enjoying Shin Ramyun. The ad unfolds in an anthology format, featuring four distinct episodes that showcase cooking, shopping, travel, and a quiz segment, all highlighting how Shin Ramyun’s signature spiciness brings joy to everyday moments.
Viewers are treated to scenes of the K-pop stars preparing Shin Ramyun, browsing products in stores, and savoring the noodles during their travels. The ad cleverly concludes with a wordplay: when asked, “What’s another word for happiness?” the members respond with “SHIN,” reinforcing the campaign’s catchy slogan, “Spicy Happiness In Noodles.”
This innovative campaign aims to reframe Shin Ramyun’s spiciness not just as a flavor profile, but as a source of everyday happiness, while simultaneously expanding its appeal to a global audience.
By partnering with aespa, Nongshim is elevating Shin Ramyun beyond just a food product to a cultural touchstone that resonates with international fans. The viral success of both ad campaigns suggests that leveraging K-pop star power is significantly boosting Shin Ramyun’s global brand recognition.
A Nongshim spokesperson affirmed the company’s commitment to continue spreading the unique spicy happiness of Shin Ramyun to consumers worldwide.