"Oh, I Want to Eat It Right Now" Shin Ramyun Slurped on U.S. Talk Show... K-Food Breaks Into Mainstream Culture

Shin Ramyun Featured on America's Leading Network Show, "Jimmy Kimmel Live!" on ABC

Nongshim's flagship product, Shin Ramyun, was featured on the popular American talk show "Jimmy Kimmel Live!" aired by ABC on January 26 (local time). "Jimmy Kimmel Live!" is a leading late-night talk show broadcast nationwide in the United States.

According to Nongshim on January 28, Shin Ramyun made a natural appearance in a skit segment during the episode. The show’s regular cast member, Guillermo Rodriguez, was humorously depicted regaining his energy through the "deliciously spicy taste" of Shin Ramyun after feeling worn out by daily life. Rather than overtly promoting a specific product, the segment was characterized by seamlessly incorporating the product into the flow of the content.

Guests on 'Jimmy Kimmel Live' are eating Shin Ramyun. Provided by Nongshim.

Immediately after the broadcast, the video released on the official Jimmy Kimmel Live YouTube channel drew reactions from local viewers. Comments included, "It's refreshing to see the combination of Shin Ramyun, which I usually enjoy, and Jimmy Kimmel," "Seeing Shin Ramyun late at night makes me want to eat it right away," and "I'm also interested in the creamy Shin Ramyun Tomba."

Industry insiders say that this appearance has further expanded Shin Ramyun's presence within mainstream American pop culture. Nongshim has recently strengthened its local marketing efforts, including digital advertisements in collaboration with K-Pop Demon Hunters, outdoor ads in New York’s Times Square, and offline campaigns. Analysts note that these activities have led to exposure on a major American network program.

A Nongshim representative stated, "The appearance of Shin Ramyun on a major American TV program signifies that it has risen to become an icon of K-food in the United States, beyond just being a food product," adding, "We will continue to communicate the value of Shin Ramyun to people around the world through diverse content and strengthen our position as a global brand."