Nongshim, South Korea’s leading instant noodle maker and the company behind the iconic Shin Ramyun, is teaming up with Netflix and Sony Pictures Animation’s film K-Pop Demon Hunters to launch a line of official co-branded products. The collaboration builds on the growing popularity of Korean food and culture in global entertainment.
Starting in late August, Nongshim will roll out limited-edition Shin Ramyun, Shrimp Crackers, and the upcoming “Shin Toomba Sauce,” featuring fan-favorite characters Rumi, Mira, Zoey, the “Saja Boys,” and Derpy the tiger mascot from the movie’s fictional K-pop group HUNTR/X. The products will be released worldwide, targeting markets including Korea, North America, Europe, Oceania, Southeast Asia, and Mexico.
In Korea, fans will also be able to purchase a special Shin Ramyun edition designed to look exactly like the noodles featured in the film. Beyond the products themselves, Nongshim plans to engage fans globally through social media campaigns, digital content, and offline pop-up stores.
Released on Netflix in June, K-Pop Demon Hunters quickly became a global hit for its vibrant portrayal of Korean culture, including K-pop, street fashion, and food. Fans noticed uncanny similarities between the on-screen products and Nongshim’s real offerings: Shin Ramyun noodles identified by the Chinese character “神” (pronounced like “Shin”), the fictional “Dongshim” name echoing “Nongshim,” and snacks resembling the brand’s signature Shrimp Crackers. That fan-driven buzz laid the groundwork for the partnership.
“This collaboration was made possible thanks to fans who recognized our products and shared their excitement,” a Nongshim spokesperson said. “As K-Pop Demon Hunters introduces Korean culture to the world, we want to deliver the authentic taste of Korean ramyun and snacks through this unique partnership.”
In July, Nongshim also unveiled Shin Ramyun’s new global slogan: “Spicy Happiness In Noodles.” Using the brand’s English acronym “SHIN,” the slogan reflects the company’s mission to provide both spicy flavor and cultural value to consumers worldwide.
