Nongshim (004370.KS) is serving Korean-style "Han River ramyun" to Japanese consumers at a Musinsa pop-up store in Osaka, aiming to raise awareness of its Shin Ramyun brand among young shoppers drawn to Korean fashion.
The company said on the 23rd that it is running a Shin Ramyun booth at the Musinsa Osaka Pop-Up Store 2026, which runs through Nov. 8 at VS, a multipurpose cultural venue in Osaka's Umeda district.
The booth features instant ramyun cookers that prepare Shin Ramyun Toomba the way visitors to Seoul's Han River parks cook and eat noodles on the spot. Visitors can join the tasting by following Nongshim Japan's official Instagram account.
Those who complete a survey after the tasting receive a pack of Shin Ramyun Rosé, and a separate raffle offers Shin Ramyun merchandise.
Shin Ramyun Toomba combines the spiciness of the original Shin Ramyun with a creamy flavor. Since its launch in Japan in April last year, cumulative local sales have reached about 20 million packs. The product was also the first Korean ramyun to make the "Best 30 Hit Products of 2025" list compiled by Japanese business magazine Nikkei Trendy.
Through the collaboration, Nongshim plans to introduce Japanese consumers not only to its products but also to the way Koreans eat ramyun.
"This collaboration is meaningful in that it gives Japanese consumers interested in K-culture a chance to experience Korean flavors and food culture firsthand through the Shin Ramyun brand," a Nongshim official said. "We will continue to expand brand experiences tailored to local consumers' interests and lifestyles through a range of products such as Shin Ramyun Toomba and Rosé."