Nongshim, the beloved Korean food brand behind the world-famous Shin Ramyun, brought “Spicy Happiness in Noodles” to the heart of Manhattan with a massive Times Square takeover celebrating its collaboration with Netflix’s hit animated film KPop Demon Hunters.
Known as “The Crossroads of the World,” Times Square became the ultimate stage for this high-energy campaign, attracting locals, tourists, and K-pop enthusiasts alike. The brand unveiled a spectacular Digital Out-of-Home (DOOH) display showcasing the exclusive “KPop Demon Hunters”-inspired Shin Ramyun packaging — a bold fusion of pop culture, color, and flavor that lit up the New York skyline.
Beyond the dazzling billboard, Nongshim transformed Times Square into an immersive playground of Korean culture. At the Food Zone, visitors sampled Shin Toomba, a crowd favorite cooked fresh using instant noodle cookers that brought the famous “Hangang Ramyun” riverside dining vibe to the streets of NYC. Guests also enjoyed Nongshim’s iconic Shrimp Crackers, adding a crunchy companion to the spicy celebration.
The experience continued at the Reward Zone, where fans could snap instant photos in “KPop Demon Hunters”-themed booths, while the Event Zone offered chances to win Shin Ramyun prizes by joining a social media follow challenge that spread the campaign globally.
“This campaign went beyond simple digital advertising to become a festival where global consumers could directly taste and enjoy Shin Ramyun,” said a Nongshim representative. “Starting from New York Times Square, we will continue to connect directly with consumers worldwide and actively spread Shin Ramyun’s global slogan — ‘Spicy Happiness In Noodles.’”
Following the buzz in New York, Nongshim is rolling out the “KPop Demon Hunters” Shin Ramyun packaging globally. After debuting in Korea in August, U.S. sales began in mid-September, with expansions planned across Europe, Australia, and New Zealand before year’s end.
From Seoul to Times Square, Nongshim’s campaign proves one thing — spicy happiness knows no borders.