Shin Ramyun takes to the streets of India

Nongshim is boosting brand awareness and expanding its market presence by bringing its signature spicy ramyeon closer to Indian consumers.

From Oct. 30 to Nov. 22, a Shin Ramyun food truck will tour four northeastern cities, including Guwahati, Shillong, Aizawl and Agartala, visiting 20 locations such as university campuses and major commercial districts.

India's monsoon season, which brings rainy weather and cooler conditions, makes warm, brothy noodle dishes particularly appealing, giving Shin Ramyun an edge in the market, the company explained.

Visitors can sample freshly prepared Shin Ramyun and Shin Ramyun Toomba, with on-site sales and discounts at nearby stores also available. The campaign also features a roulette event for visitors who share photos on social media, along with promotional content created in collaboration with local influencers.

“Through this campaign, we hope to introduce the appeal of Shin Ramyun to Indian consumers, who are familiar with spicy food and have a strong affinity for Korean culture," a Nongshim official said.

"We will continue to expand the brand's presence in India through tailored marketing strategies that reflect local food cultures and preferences.”