Nongshim Launches Global Shin Ramyun Campaign in London
Plans to Showcase K-Brand Power for Shin Ramyun's 40th Anniversary Next Year
Nongshim announced on the 26th that it will display a giant Shin Ramyun advertisement and hold an on-site Shin Ramyun promotion at Piccadilly Circus, a landmark in London, United Kingdom, until the 28th. After establishing its European subsidiary in the Netherlands this March, Nongshim plans to rapidly strengthen its presence across Europe with aggressive marketing in the heart of London.
London's Piccadilly Circus, along with Times Square in New York, is one of the world's top outdoor advertising districts and the center of London's consumer culture, attracting as many as 60 million visitors annually. It is recognized as a prime battleground for global companies' promotional campaigns.
In particular, the square's iconic large digital billboard, 'Piccadilly Lights,' is a media platform where top global brands such as Coca-Cola and Samsung advertise.
Through the massive Piccadilly Lights that cover the entire building, Nongshim aired both the Shin Ramyun music video advertisement featuring global ambassador aespa, which was released in November, and the Shin Ramyun animation advertisement created in collaboration with K-Pop Demon Hunters.
Additionally, Nongshim is operating an offline event at the square where consumers can directly participate. By running the 'Shin Ramyun Cart' and hosting a social network service (SNS) follow event, Nongshim is giving out Shin Ramyun cups featuring K-Pop Demon Hunters characters to local participants.
Looking ahead, Nongshim plans to expand its Shin Ramyun campaign at global landmarks. Building on the results of its Times Square campaign in the United States in October and the current campaign at Piccadilly Circus in the United Kingdom, the company intends to continue holding promotional events for Shin Ramyun at famous sites in major countries next year, marking the 40th anniversary of Shin Ramyun.
Meanwhile, Nongshim has established its European subsidiary, Nongshim Europe B.V., in Amsterdam, the Netherlands, accelerating its efforts to target the European market. The company aims to achieve $300 million in sales in Europe by 2030.
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