The recent promotional video for Nongshim Shin Ramyun, featuring global ambassadors aespa, has surpassed 130 million cumulative views within just one month of its release, creating a global sensation. This achievement goes beyond the success of a simple celebrity endorsement; it serves as a vivid demonstration of the cultural synergy created when the powerful influence of K-pop content meets the symbolic status of K-food. In an unprecedented feat for a food advertisement, it hit record-breaking numbers in a short period, perfectly capturing the tastes of Gen Z worldwide. We delve deep into the secrets behind this global cultural phenomenon, the sophisticated marketing strategies involved, and the ripple effects it will have on the future of the food industry.
Innovation in ‘Branded Content’ Blurring the Line Between Ads and Art
The primary reason this Shin Ramyun advertisement achieved such extraordinary views is that it completely shattered the conventional framework of food advertising. In just 30 seconds, the video captures the viewer’s attention with a sophisticated visual aesthetic reminiscent of a high-end music video. While traditional ramen ads focused on “mukbang-style” shots highlighting “spicy broth” or “chewy noodles,” this campaign blends aespa’s artistic identity with Shin Ramyun’s brand image through trendy choreography and visual effects.
The choice of background music was a masterstroke that transcended generations and borders. By rearranging a hit song by the 1990s British pop group Spice Girls in aespa’s unique style, the ad triggered nostalgia for the older generation while delivering a “hip” and trendy vibe to global youth. As aespa’s powerful performance was added to the familiar melody, viewers began to perceive the ad as a high-quality piece of musical content rather than a mere commercial.
This “branded content” strategy, which blurs the line between entertainment and advertising, is highly effective in reducing resistance among digital natives (Gen Z). Consumers today avoid forced advertisements but voluntarily seek out and share high-quality videos featuring their favorite artists. In fact, YouTube comments are filled with praise like, “I didn’t even realize it was an ad until the end” and “How can a ramen commercial look this luxurious?” leading to spontaneous secondary distribution.
Ultimately, Nongshim focused on selling a brand “image” rather than explaining product features. By projecting aespa’s chic and futuristic image onto Shin Ramyun, they positioned the brand as a lifestyle icon rather than just a food item. This image transformation became a decisive moment in making Shin Ramyun a “must-experience hip food” for young consumers worldwide.
Fandom Marketing and Global Distribution Strategy Targeting the ‘Fansumer’ Economy
Moving beyond the video’s popularity, Nongshim implemented a sophisticated fandom marketing strategy to convert engagement into actual sales. The most notable move was the launch of the “Shin Ramyun x aespa Special Package” targeting overseas markets. By featuring images of the members on the packaging and including limited-edition photo cards—items K-pop fans are passionate about—Nongshim added “collectible value” to the product.
This strategy accurately targets the “Fansumer” (Fan + Consumer), a core demographic in modern marketing. Fans feel a sense of connection by purchasing products related to their favorite artists and express their identity by sharing “proof shots” on social media. The individual member designs on each pack sparked a collecting frenzy among fans, creating a virtuous cycle of repeat purchases and increased sales.
In simpler terms, for global consumers, buying Shin Ramyun is no longer just about satisfying hunger; it has become a form of cultural play connected to their favorite stars. By leveraging the strong bonds of this fandom, Nongshim was able to spread its brand message globally without massive additional distribution costs, as fan-made unboxing videos and tasting reviews flooded TikTok and Instagram.
The global distribution network also moved with precision. Nongshim strategically placed the special packages in major online and offline stores worldwide to coincide with the surge in YouTube views. This optimization of the logistics chain ensured that the desire to purchase triggered by the content led to immediate consumption. This seamless integration of online and offline efforts is regarded as one of the most efficient models of modern data-driven marketing.
The Evolving Status of K-Culture and the Paradigm Shift in the Food Industry
The massive success of this Shin Ramyun campaign indicates that the status of K-culture in the global market has entered an entirely different dimension. While previous K-food expansions focused on introducing Korean tastes or traditional values like “healthy fermented food,” K-food is now consumed as a symbol of the “trendiest culture” admired by youth worldwide.
The explosive reaction to Shin Ramyun on global YouTube channels proves that Korean food culture has firmly established itself as a pillar of mainstream global culture. For overseas consumers, eating Shin Ramyun is now perceived as an experiential content—a way to step into the shoes of a K-drama protagonist or share in the daily life of a K-pop star. In other words, food has transcended being a mere commodity to become a medium for cultural communication.
This trend demands a new marketing paradigm for food companies. It is no longer enough to make delicious products; the key to a brand’s survival now lies in the cultural narrative it carries. By delivering its brand story through a powerful cultural icon like aespa, Nongshim proved that Shin Ramyun has evolved into a global cultural item that anyone can enjoy regardless of borders or language.
Furthermore, this case demonstrates the power of synergy between different industries. The meeting of aespa—with its IT-based metaverse worldview—and a traditional manufacturing-based food company provided a fresh shock to consumers. Such bold attempts prevent brand aging and play a crucial role in expanding touchpoints with the younger generation who constantly crave new stimuli.
The Importance of Building Brand Fandom for Sustainable Growth
In an increasingly competitive global market, the success of this Shin Ramyun ad reminds us of the importance of building a brand fandom for sustainable growth. The key is not just relying on a passing fad, but creating an emotional bond with consumers and an environment where they can feel a sense of pride in the brand.
Through its collaboration with aespa, Shin Ramyun successfully reinterpreted its traditionally rugged and intense image into something sophisticated. This serves as an exemplary case of brand repositioning. While older brands often fear change, Nongshim embraced youthful sensibilities to extend the brand’s lifespan and broaden its target audience to global Gen Z.
In conclusion, Shin Ramyun surpassing 130 million views on YouTube is not a coincidence, but a result of meticulous content planning, fandom marketing, and the heightened status of K-culture. Consumers today consume the stories and culture behind a product rather than just its specifications. Shin Ramyun accurately read this trend, further solidifying its position as a leading brand shifting the landscape of the global food market.
For Korean food brands to continue their success on the global stage, they must combine the fundamental quality of their products with the creative content competitiveness shown in this case. The sight of people worldwide humming Korean songs while eating Korean ramen is no longer unfamiliar. The collaboration between Shin Ramyun and aespa will serve as a powerful catalyst for K-food to weave itself even deeper into the daily lives of people around the world.