Nongshim Gains Free Global Publicity Again as Netflix's No. 1 Film Features Foods Resembling 'Shin Ramyeon' and 'Shrimp Chips'

Even the Brand Name Is Similar to 'Nongshim': 'Dongshim'
Second Time After Jennie Mentioned 'Banana Kick'

Thanks to the Netflix No. 1 film 'K-pop Demon Hunters' (abbreviated as Kedeheon), Nongshim is enjoying free global advertising effects.

Joey, a member of HuntRix in Netflix's K-Pop Demon Hunters, is seen tearing open a snack similar in shape to Shrimp Chips. Netflix

According to Netflix on July 5, Kedeheon has maintained the No. 1 spot globally in the film category for two weeks since its release on June 20. Set in Korea, Kedeheon tells the story of a three-member K-pop group called Huntrix?Lumi, Joey, and Mira?who secretly work as 'demon hunters.' In the film, the Huntrix members eat Korean foods such as gimbap, cup ramen, and snacks. During these scenes, foods resembling Nongshim products appear, leading to analysis that the company is benefiting from free advertising exposure.

First, the cup ramen is explicitly named 'Shin' Ramen. Even the brand is labeled 'Dongshim,' which closely resembles Nongshim. The only difference is that the character for 'spicy' (辛) is replaced with the character for 'spirit' or 'ghost' (神). The members also pronounce the Korean word 'ramyeon' accurately. Interest in the ramen featured in the film grew even more after art director Kim Dahye posted on social media, emphasizing, "Please don't call it ramen. It's ramyeon." Before the film's release, Netflix held an event in New York City where they handed out cup ramen, actively promoting both Kedeheon and Korean ramen culture.

K-pop group Huntrix eating cup ramen in Netflix's 'K-pop Demon Hunters.' Netflix

Additionally, early in the film, there is a scene where Joey rips open a snack bag and devours the contents. While the bag in the movie is labeled 'spicy potato chips,' the snack itself closely resembles Shrimp Chips.

However, it is known that Nongshim did not sign any PPL (product placement) advertising or promotional contract with Kedeheon. The company also stated that Netflix did not request any cooperation when distributing cup ramen in New York.

Jennie of Blackpink is introducing Banana Kick on The Jennifer Hudson Show. The Jennifer Hudson Show

This is the second time this year that Nongshim has unexpectedly enjoyed such global promotional effects. Previously, in March, Jennie of Blackpink appeared on the popular American talk show The Jennifer Hudson Show and introduced Nongshim's Banana Kick and Shrimp Chips as her favorite Korean snacks, resulting in what was called the 'five-second magic' due to the significant promotional impact. At that time, Nongshim's market capitalization rose by 260 billion KRW in just four days. The exposure of Nongshim products is even greater in K-pop Demon Hunters. Since its release on June 20, the film has ranked No. 1 in more than 40 countries, including the United States, Canada, Germany, Portugal, Thailand, the Philippines, and Taiwan, making it the top film in the Netflix movie category worldwide.