"Nongshim Targets Japanese MZ Tastes with 'Shin Ramyun Popup Store' in Tokyo"

Operating in Tokyo Harajuku from October 5 to 14
Targeting 20 billion yen in local new brand sales by 2026

Nongshim announced on the 30th that it will operate a Shin Ramyun pop-up store in Harajuku, Tokyo, known as the "holy place for the Japanese MZ generation," from the 5th to the 14th of next month under the theme "Spicy is Fun! Shin Ramyun World."

Starting with the Shin Ramyun pop-up store in Japan, Nongshim plans to strengthen experiential events and collaborative marketing to increase local new brand sales, which surpassed 10 billion yen last year, to around 20 billion yen by 2026.

The pop-up store is composed of sections such as the story and history of Shin Ramyun development, introduction of modishumer recipes showcasing unique charms of Shin Ramyun, and a "My Own Shin Ramyun" zone where visitors can receive a Shin Ramyun kit made according to their preferences as a gift. Additionally, a Shin Ramyun food truck will operate outside the pop-up store, offering six different Shin Ramyun brand menus on different days so visitors can directly taste a variety of Shin Ramyun products.

A Nongshim official said, "We are operating a Shin Ramyun pop-up store incorporating Korean culture in Harajuku, a popular spot among the young generation in Japan," adding, "We will widely promote the value of Shin Ramyun, Korea’s spicy flavor, in Japan, the birthplace of instant noodles, to achieve a second leap locally."