Nongshim has established a dedicated content subsidiary to bolster its Shin Ramyun brand in its largest overseas market, the U.S. As Shin Ramyun celebrates its 40th anniversary, the company plans to leverage its newly introduced brand mascot and various other content initiatives to enhance its local marketing efforts.
Investing Billions to Launch Content Subsidiary, Accelerating U.S. Market Strategy
According to industry sources on Wednesday, Nongshim created a local corporation called NM STUDIOS in May through its U.S. subsidiary, Nongshim Holdings America.
Nongshim Holdings America has invested approximately 30.8 billion KRW (about 22.1 million USD) for a 50% stake in the venture. The joint venture, established in partnership with a local content production company, has been incorporated as a Nongshim affiliate.
A Nongshim spokesperson stated that this joint venture with a content production firm aims to strengthen the marketing capabilities in the U.S. We’re currently in the preparatory stages, and specific plans are yet to be finalized.
Nongshim has previously employed content-driven marketing strategies to promote Shin Ramyun in the U.S. Last October, the company unveiled a massive digital billboard in New York’s Times Square to celebrate the launch of Shin Ramyun in collaboration with the Netflix animated series KPop Demon Hunters. The establishment of this local entity will enable Nongshim to conduct more systematic collaborations and marketing campaigns.
The brand mascot is expected to play a crucial role in the content strategy. Industry observers anticipate that Nongshim will utilize Shin, the character introduced for Shin Ramyun’s 40th anniversary, in its U.S. content initiatives. Nongshim unveiled Shin, the brand’s first-ever mascot, in March of this year to mark the product’s 40th anniversary.
Shin embodies the Shin Ramyun packaging and curly noodles, incorporating the Chinese character 辛 (meaning spicy) in its eyes and accessories to visually represent the brand’s identity. The character is designed to connect with anyone within the product’s 4-minute-30-second cooking time, aiming to transcend language and cultural barriers and broaden its appeal to global consumers.
Nongshim’s decision to establish a content subsidiary in North America underscores the region’s importance as a core market for its international business. The company’s improved performance in the first half of this year was driven by overseas sales, particularly in the U.S. The American subsidiary reported record-high revenue of 329.2 billion KRW (about 236 million USD), an 8% increase compared to the same period last year.
Shin Ramyun Mascot Shin Expected to Drive IP Competition in Ramen Industry
Nongshim’s strategy aligns with the growing trend in the Korean ramen industry to expand intellectual property (IP) utilization. As Korean ramen gains popularity in global markets, companies are increasingly looking to extend their brand experiences beyond products to include characters and content.
A prime example is Samyang Foods, which is leveraging the IP of its Buldak brand character, Peppo, through its holding company Samyang Round Square and subsidiary Samyang Ani. The Peppo YouTube channel, launched in 2024, has amassed 1.05 million subscribers and now features on product packaging, replacing the previous mascot Hochi. Following the launch of the official platform PeppoWorld.com in June, Samyang Ani opened the brand store PeppoWorldShop in August and plans to launch a U.S. PeppoWorldShop next month.
An industry insider commented that as Korean ramen establishes itself as a global brand, character-driven content and commerce initiatives are emerging as new avenues for growth.
