[Alpha Biz= Paul Lee] Nongshim has appointed popular K-pop girl group aespa as the new global ambassador for its flagship product, Shin Ramyun. As an icon of K-pop with worldwide influence, aespa will help promote the brand’s global slogan, “Spicy Happiness In Noodles,” to consumers around the world. This marks the first time Shin Ramyun has selected a global ambassador, and aespa will play a key role in showcasing the flavor and value of Korea’s leading food brand through the power of K-pop.
Nongshim stated, “Aespa delivers positive energy to global fans through music, which aligns perfectly with the global expansion of Shin Ramyun’s slogan, ‘Spicy Happiness In Noodles.’ Their genuine interest and engagement with Nongshim products such as Shin Ramyun and Chapaguri since 2021 also contributed to our decision.”
As the first collaboration with aespa, Nongshim will launch a global Shin Ramyun commercial produced in a music-video format that highlights the strengths of a K-pop idol group—departing from the brand’s traditional advertising style.
The advertisement features a remake of the 1997 hit “Spice Up Your Life” by the British pop group Spice Girls, reinterpreted with aespa’s signature vocals and style. The concept focuses on delivering Shin Ramyun’s “spicy happiness” to consumers worldwide, visually expressing the product’s flavor and energy through aespa’s dynamic performance and showcasing global customers enjoying Shin Ramyun.
Aespa also performs the “Shin Ramyun Dance” in the commercial. The choreography includes three playful moves inspired by opening the package, adding water, and preparing chopsticks, along with a clever gesture that spells out “SHIN” using their fingers.
The new aespa x Shin Ramyun campaign is a globally targeted advertisement and will be digitally released across major export markets, including the United States, China, Japan, Europe, and Southeast Asia.
알파경제 Paul Lee 특파원(hoondork1977@alphabiz.co.kr)
