Global Sales Exceed 60%, Korean Spicy Flavor Goes Global
Shin Ramyun Tumba Drives Surge in Global Demand
Nongshim's flagship ramen, Shin Ramyun, is expected to surpass a cumulative sales volume of 42.5 billion units this year, just ahead of its 40th anniversary. Since its launch in 1986, Shin Ramyun has maintained its position as the top ramen in the domestic market and continues to grow globally, earning recognition as a super mega-brand representing K-Food.
According to the food industry on December 10, the cumulative sales of Shin Ramyun are projected to reach 42.5 billion units by the end of this year. Considering that a single pack of ramen noodles is about 40 meters long, the total length would be enough to circle the Earth (about 40,000 km) 42,500 times if lined up end to end. It is also enough to travel the distance between the Earth and the Sun (about 149.6 million km) six times round trip. Shin Ramyun reached a cumulative sales of 10 billion units in 2000, 20 billion in 2009, and 30 billion in 2017, continuing its rapid growth trajectory.
Global Sales Share Surpasses 60%
Shin Ramyun's sales rose by 56% from 860 billion won in 2020 to 1.34 trillion won last year. The driving force behind this growth is the global market. Global sales, which stood at 420 billion won in 2020, surpassed domestic sales for the first time in 2021, reaching 500 billion won. They continued to surge, hitting 620 billion won in 2022, 710 billion won in 2023, and 820 billion won last year-accounting for 61% of total sales. Effectively, Shin Ramyun's main market has become overseas. The industry expects global sales to approach 1 trillion won this year. Shin Ramyun accounts for about 30% of Nongshim's total sales. From January to September, Nongshim recorded sales of 2.6319 trillion won and operating profit of 150.5 billion won, up 1.8% and 5.5%, respectively, from the same period last year.
The expansion of the global share is the result of rising market shares in key regions and increased demand in emerging markets. Sales have steadily increased in the United States, China, and Japan, while demand for K-ramen has grown rapidly in Southeast Asia and Latin America. With the global spotlight on Korean spicy flavors thanks to K-content, Nongshim has also expanded its product lineup with items like "Shin Ramyun Tumba" and "Shin Ramyun Kimchi Bokkeummyeon," further broadening its market reach.
In particular, Shin Ramyun Tumba and Shin Ramyun Kimchi Bokkeummyeon are credited with boosting the Shin Ramyun brand's competitiveness. Tumba, launched last year, gained popularity for its spicy and rich flavor, selling a cumulative 60 million units by September this year. It became the first Korean ramen to be included in Nikkei Trendy's "Top 30 Hit Products for 2025," proving its presence in overseas markets.
Last month, Nongshim released "Shin Ramyun Kimchi Bokkeummyeon." Developed over about two years, this product features a "swicy" (spicy + sweet) concept, making it easy for international consumers to enjoy. Nongshim is positioning Kimchi Bokkeummyeon as a key product for overseas market expansion next year, with full-scale exports beginning this month and plans to expand sales to over 70 countries by next year.
A Hit from Its Debut, Over 30 Years at No. 1
Launched in 1986, Shin Ramyun was the first Korean ramen to feature a genuinely spicy flavor. At the time, mild broth products dominated the market, but Nongshim analyzed Korean eating habits and cooking culture to develop a spicy broth inspired by hearty beef soup. By applying a minced seasoning technique used in gukbap dishes, they achieved a deep broth flavor. For the noodles, they tested over 200 types to achieve a texture "thicker than Ansungtangmyun but thinner than Neoguri, with a chewy bite," and perfected the current texture.
In its first three months, Shin Ramyun achieved sales of 3 billion won, and by 1987, annual sales soared to 18 billion won, quickly establishing itself in the market. After becoming the top ramen in Korea in 1991, it has never relinquished its lead. In the history of the domestic ramen market, only three products have maintained the top spot for an extended period: Samyang Ramen (1963-1986), Ansungtangmyun (1987-1990), and Shin Ramyun (1991-present).
In 2015, Shin Ramyun became the first single brand in the food industry to surpass a cumulative sales of 10 trillion won. According to market research firm Nielsen, as of the third quarter of this year, Nongshim maintained its lead in the domestic ramen market with a 56% share, followed by Ottogi at 25%.
Partnering with K-Pop to Target Global Consumers
In July, Nongshim introduced a new overseas brand slogan for Shin Ramyun: "Spicy Happiness In Noodles." The slogan reflects the company's intention to share the vitality of spiciness and the joy of a bowl of noodles with consumers worldwide. Export products are labeled with "Korea No.1" to reinforce the image of Korea's leading ramen brand.
Last month, the K-pop girl group aespa was selected as Shin Ramyun's first global ambassador. Aespa will target international fandoms with a campaign reinterpreting "Spice Up Your Life" and the "Shin Ramyun Dance."
Nongshim is also strengthening experiential marketing. The company operates "Shin Ramyun Bunsik" at major tourist destinations around the world to enhance brand experience. Shin Ramyun tastings and content have been showcased in locations such as Machu Picchu in Peru, Harajuku in Japan, and Ho Chi Minh City in Vietnam. At this year's Sapporo Snow Festival, the "Shin Ramyun Ice Rink" attracted over 3,000 visitors per day. Nongshim plans to expand into China and Russia next year and pursue collaborations with world-famous winter festivals such as the Harbin Ice Festival and the Quebec Winter Carnival.
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