Nongshim promoted its flagship Shin Ramyun brand at Middle East Film & Comic Con in Abu Dhabi, stepping up its culture-focused marketing in the region.
The three-day event, held Friday through Sunday at the Abu Dhabi National Exhibition Centre in the United Arab Emirates, is the Middle East’s largest pop culture festival. Also known as UAE Comic Con, it draws more than 45,000 visitors annually with programming spanning film, television, animation, comics, gaming and cosplay.
Nongshim’s booth featured a Shin Ramyun product display, photo and 360-degree camera zones, and a merchandise shop selling limited-edition items including keychains and stickers.
Outside the venue, the company operated a Shin Ramyun food truck, distributed samples to participants and installed a giant cup noodle sculpture.
The appearance follows Nongshim’s participation in Gamescom in Germany last month as the company expands its presence at international cultural events and seeks to position Shin Ramyun as a global lifestyle brand.
Nongshim also plans to install dedicated Shin Ramyun displays at major supermarkets across the Middle East in October.
“We will continue engaging consumers worldwide, including those in the Middle East, through marketing tailored to individual markets,” a Nongshim official said.
jyoungseon8@heraldcorp.com
