Korea’s No. 1 ramyeon maker, Nongshim, said Monday that it has launched its new Shin Ramyun type, Shin Ramyun Toomba, in Malaysia by launching a brand shop on TikTok Shop, the leading online platform there.
To boost brand awareness, Nongshim appointed top Malaysian singers, including Khai Bahar and Wany Hasrita, as ambassadors. They are promoting the product through the TikTok series “Snow Falling in Busan.”
Additionally, the company is strengthening offline marketing by securing placements in major retailers such as Lotus, AEON and Jaya Grocer, with multiple pop-up events planned to engage local consumers.
According to the Korea Agro-Fisheries & Food Trade Corporation, Malaysia’s instant noodle market was valued at approximately $600 million in 2023 and is projected to grow over 6 percent annually for the next five years. With bagged noodles making up more than 90 percent of the market and fried noodles like Mie Goreng being particularly popular, Nongshim sees strong potential for success of Shin Ramyun Toomba, a bold blend of spiciness and creaminess.
“Southeast Asian consumers are accustomed to creamy flavors, such as coconut milk, making Shin Ramyun Toomba a great fit,” a Nongshim representative said. “Starting with Malaysia, we plan to expand across the region.”
hyelimchung@heraldcorp.com
