South Korea’s beloved instant noodles are having a Wall Street moment, thanks to a starring role in Netflix’s new animated film “KPop Demon Hunters.”
Shares of Nongshim, the country’s largest noodle maker and producer of Shin Ramyun, closed at $347 on Thursday, up 24.6% year-over-year.
Nearly 30% of those gains came in the past month alone, following multiple product placements where characters were seen enjoying Shin Ramyun throughout the movie.
The exposure sparked a frenzy among consumers. Last month, Nongshim sold 6,000 units of limited-edition Shin Ramyun featuring film-themed packaging in just 100 seconds during an online event. Themed products have since expanded into North America, Europe, and Southeast Asia.
Rival Samyang Foods also saw a surge. Its stock price jumped from $370 a year ago to $1,137 this month, fueled by renewed attention to its viral Hot Chicken noodles, often featured in spicy food challenges linked to the film. The brand’s popularity contributed to a 15.1% stock gain over the past month.
“The success of these noodle brands highlights how entertainment marketing is reshaping industries that once relied heavily on traditional retail distribution,” said Kim Jin-woo, an analyst at Eugene Investment in Seoul.
The U.S. is playing a big role in the surge. Imports of Korean instant noodles rose 70% last year to $215.6 million, part of $1.59 billion in total Korean agricultural imports. Overall, South Korea’s noodle exports hit $1.25 billion in 2024, up from $952 million the year before.
The success of “KPop Demon Hunters” illustrates the powerful ripple effect global entertainment can have on consumer demand — proving that a well-placed noodle cameo can drive sales from Seoul to Los Angeles.
