South Korea’s Nongshim has named K-pop sensation aespa as the first-ever global brand ambassadors for its flagship instant noodle brand, Shin Ramyun, the company announced Tuesday.
The move is part of Nongshim’s broader push to expand the product’s global footprint under the slogan “Spicy Happiness in Noodles.”
The partnership comes with a new commercial in music-video format, released on Nongshim’s international YouTube channels, featuring aespa performing a reinterpretation of the 1997 hit “Spice Up Your Life” by the Spice Girls. The ad highlights the brand’s signature “spicy happiness” message while introducing a playful “Shin Ramyun Dance,” inspired by the process of preparing the noodles.
Nongshim also unveiled a limited-edition aespa packaging, with multi-packs featuring the group’s image and single-serve packs showcasing individual members. Select packages include photocards and QR codes linking to behind-the-scenes content, aimed at engaging fans globally.
According to the company, this global launch spans major markets including the U.S., China, Japan, Europe, and Southeast Asia, reflecting Nongshim’s ongoing international expansion strategy.
Members of aespa expressed enthusiasm about the collaboration. “Shin Ramyun has always been part of our daily lives,” the group said in a statement. “We look forward to representing the brand and sharing its appeal with fans worldwide.”
This announcement follows Nongshim’s recent marketing efforts to globalize Shin Ramyun, including a Times Square activation in New York and the rollout of a unified global slogan in July. Analysts say the partnership highlights how K-pop and lifestyle branding can drive global recognition for traditional consumer goods.
