Nongshim Participates in Harbin Ice and Snow Festival in China: "Enjoying Shin Ramyun at Minus 20 Degrees"

Participating in the Harbin Ice and Snow Festival,
One of the World's Top Three Winter Festivals
Experience-Based Shin Ramyun Booths Under the Theme "A Journey with SHIN"

Nongshim announced on January 6 that it will launch a large-scale campaign to promote the global brand status of Shin Ramyun by participating in the Harbin Ice and Snow Festival in China, which is considered one of the world's top three winter festivals. The campaign, themed "A Journey with SHIN," aims to share the spicy and heartwarming happiness of enjoying Shin Ramyun in the cold.

At the main venue of the festival, "Ice and Snow World," Nongshim installed a giant Shin Ramyun Cup ice sculpture standing 8 meters tall. The ice sculpture, which took over a month to complete, has become a hot attraction at the festival. At night, it is illuminated with Shin Ramyun's signature red lighting to enhance its presence, and a photo zone featuring a life-size cutout of the global ambassador "aespa" has been set up to capture the attention of K-pop fans.

In addition, Nongshim has set up Shin Ramyun exhibition halls and tasting booths at major tourist spots such as "Central Avenue," Harbin's most bustling street, and "Songhua River." The company plans to increase brand awareness by allowing festival visitors to experience Shin Ramyun throughout Harbin as they follow the event routes.

In particular, the Shin Ramyun exhibition hall was designed as a pop-up store in the style of "Shin Ramyun Snack Bar," which received positive feedback at the "Gumi Ramyun Festival" in Korea. Through various events at the booths, the company is actively promoting the brand by offering goods such as Shin Ramyun keyrings and stickers, introducing Korean festival culture to the local community.

Starting with this Harbin Ice and Snow Festival, Nongshim plans to participate in all three of the world's top winter festivals, kicking off a full-scale global marketing campaign from the beginning of the year.

A Nongshim representative stated, "We are delighted to showcase the spicy and heartwarming appeal of Shin Ramyun at the Harbin Ice and Snow Festival, a globally renowned event. Beyond simple product promotion, we aim to widely share with global consumers the happiness that a bowl of Shin Ramyun brings in the cold."