Shin Ramyun Meets aespa, Commercial Surpasses 100 Million Views
Success Continues Following Collaboration with "K-Pop Demon Hunters"
The Nongshim Shin Ramyun commercial featuring the girl group aespa has surpassed 100 million views just over a month after its release. Industry observers attribute this success to the combination of a music video format that breaks away from traditional food advertising and the expansive reach of the K-pop fandom.
According to Nongshim on December 25, the commercial video featuring aespa as the global ambassador for Shin Ramyun has exceeded 136 million cumulative views on YouTube as of this date. Achieved in about a month since its release on November 19, this is the highest view count ever for a Shin Ramyun commercial produced by Nongshim.
The commercial's popularity is credited to the synergy between Shin Ramyun's long-established brand power and aespa's global influence. Since becoming the top ramen brand in Korea in 1991, Shin Ramyun has maintained its position as a leading brand for nearly 40 years. Meanwhile, aespa has built a strong fan base across North America, Europe, and Asia, centered around K-pop. This marks the first time Nongshim has selected a global ambassador for the Shin Ramyun brand, with aespa tasked with delivering the brand message to the world market.
The commercial is particularly distinguished by its format, setting it apart from traditional ramen advertisements. Instead of a conventional product-focused narrative, it adopts a music video style that highlights music and performance. The background music is a reinterpretation of a hit song by the British pop group Spice Girls from the 1990s, and the so-called "Shin Ramyun Dance"-choreographing the motions of opening a ramen packet and pouring water-has become a talking point.
aespa's Shin Ramyun commercial has surpassed 130 million cumulative views on YouTube. Screenshot of Shin Ramyun commercial
This campaign is also significant as a global project targeting overseas markets. The commercial is being broadcast primarily in major export countries such as the United States, China, Japan, Europe, and Southeast Asia, with short-form edits spreading via Shorts and social media. Given this distribution structure, analysts believe the actual exposure is likely much greater than the official statistics suggest.
Nongshim is also aligning its product strategy with the commercial's popularity. The "Shin Ramyun aespa Special Package," featuring images of aespa members, has been released sequentially starting in China and expanding to Korea and Australia. Each multipack and individual packet features member-specific images, and photo cards with pictures and handwritten messages are included to appeal to the fandom consumer base.
Industry insiders see this case as a sign that Nongshim's intellectual property (IP) collaboration strategy is beginning to yield tangible results. In August, Nongshim teamed up with the Netflix animation "K-Pop Demon Hunters," moving beyond simple advertising exposure to strengthen marketing by integrating products, packaging, and content.
A Nongshim representative stated, "This achievement demonstrates that Shin Ramyun is being consumed as a cultural content beyond just a food brand," adding, "We plan to further solidify Shin Ramyun's image in the global market through various collaborations that expand our connection with global fans."
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