South Korean food brands Nongshim and Ottogi are enjoying a surge in global recognition thanks to the unexpected success of Netflix’s animated film K-Pop Demon Hunters — all without spending a dime on advertising.
Released on June 20, the film follows a trio of K-pop idols who moonlight as demon slayers. Since its debut, K-Pop Demon Hunters has topped Netflix’s movie charts in more than 40 countries, including the United States, Canada, Germany, and Japan.
Set in a stylized version of Seoul, the film features a wide range of Korean street foods — including kimbap, hotteok, sundae, and various snacks and ramen — many of which have caught the attention of global viewers and Korean food enthusiasts.
One of the most talked-about items is a red cup of ramen labeled “Shin (神) Ramyun” from a fictional brand called “Dongshim.” Although the name and branding differ slightly from Nongshim’s iconic Shin Ramyun — using the Chinese character for “spirit” (神) instead of “spicy” (辛), and “Dongshim” instead of “Nongshim” — the color scheme, packaging design, and bold typography make the resemblance unmistakable.
Another snack in the film, labeled “Spicy Potato Chips,” closely resembles Nongshim’s popular Saewookkang (shrimp crackers), both in appearance and texture, according to viewers.
Interestingly, the fictional ramen also contains design elements reminiscent of Nongshim’s rival, Ottogi. The yellow cup design and the availability of both spicy and mild flavors are similar to Ottogi’s Jin Ramen. Fans have also pointed out that a symbol on the cup’s lid bears a strong resemblance to Ottogi’s logo — a child licking their lips inside a double-arched circle.
As a result, both Nongshim and Ottogi appear to be benefitting from what many consider unintentional product placement. While there are no official partnerships or promotional agreements, the visual similarities have generated online buzz and sparked speculation about potential collaborations.
“This is a clear example of how K-content is expanding the global reach of K-food,” said a food industry official. “Even without planned marketing, the exposure is significant.”
Neither Nongshim nor Ottogi has announced any plans to leverage the attention — at least not yet.
“We’re aware of the current buzz,” a Nongshim spokesperson said. “But any further steps would require discussions with Netflix, and nothing has been decided yet.” An Ottogi representative similarly stated that no internal discussions have taken place so far.
As K-pop and Korean media continue to gain popularity worldwide, K-Pop Demon Hunters stands out as a rare case in which animated storytelling has driven real-world consumer engagement — entirely by accident.
