Nongshim Declares Leap Toward Becoming a ‘Global Noodle Company’ as Shin Ramyun Marks 40th Anniversary

May 13, 2026, 03:46 pm

		0
Cho Yong-chul, CEO of Nongshim, speaks during a press conference celebrating the 40th anniversary of Shin Ramyun at Lotte Hotel Seoul in central Seoul on May 13. / Reporter Lee Chang-yeon

“Farmers do not work for quick results. Even if it takes time, we will prepare for the next 40 years with the spirit of choosing the best ingredients and the mindset of ‘I Nong Shim Haeng Mu Bul Seong Sa,’ meaning that nothing is impossible when acting with the heart of a farmer.”

This was the message delivered by Cho Yong-chul, CEO of Nongshim, during a press conference celebrating the 40th anniversary of Shin Ramyun at the Lotte Hotel Seoul on May 13.

First launched in 1986 under the slogan “The Spicy Taste That Makes Men Cry,” Shin Ramyun has now turned 40. Nongshim also unveiled a new identity for the brand as a “global noodle solution provider,” aiming to go beyond simply selling instant noodles by offering products and experiences that combine taste, health, convenience, and cultural value to meet the diverse noodle consumption demands of consumers worldwide.

A National Noodle Brand That Could Circle Between Earth and the Sun Six Times

As of last year, Shin Ramyun became the first instant noodle brand in Korea to surpass KRW 20 trillion in cumulative sales and 42.5 billion units sold. If the noodle strands were connected end to end, their total length—approximately 40 meters per pack—would allow six round trips between Earth and the Sun.

The brand has maintained the No. 1 position in Korea’s ramen market for 35 consecutive years since first taking the top spot in 1991.

What stands out even more is its overseas growth. About 40% of Shin Ramyun’s cumulative sales over the past 40 years came from overseas markets, elevating the brand into the global top five noodle brands.

Cho also highlighted Nongshim’s mid- to long-term strategy, “Vision 2030.”

“We aim to increase the overseas sales ratio to more than 60% and achieve KRW 7.3 trillion in sales with an operating profit margin of 10% by 2030,” he said.

Not ‘Ramen,’ but ‘Ramyeon’ — Korean Values Become Global Values

According to Nongshim, one of the secrets behind Shin Ramyun’s success is its standardized Korean flavor.

At a time when Japanese-style “ramen” dominated global markets, Nongshim insisted on using the Korean pronunciation “ramyeon” since the 1970s, establishing its own distinct category. The rich beef broth and spicy red pepper flavor have now become representative tastes of K-food worldwide.

The company also strengthened its brand power through K-culture marketing.

Following last year’s partnership with a Netflix animation titled K-Pop Demon Hunters, campaigns featuring global ambassador aespa surpassed 500 million cumulative views, expanding the brand’s connection with younger consumers.

Later this year, Nongshim plans to launch a follow-up campaign. In addition, “Shin Ramyun Bunsik,” an experiential space opening next month in Seoul’s Seongsu district, will serve as a global antenna shop where visitors can directly experience Korean food culture.

		0
Shim Gyu-cheol, head of the Global Marketing Division at Nongshim, speaks during a press conference celebrating the 40th anniversary of Shin Ramyun held at Lotte Hotel Seoul in Jung-gu, Seoul, on May 13. / Reporter Lee Chang-yeon

‘Shin Ramyun Rosé’ Unveiled as 40th Anniversary Product

Nongshim also introduced its new product, Shin Ramyun Rosé, created to commemorate the 40th anniversary.

The product reflects the growing “modi-shumer” trend, in which consumers creatively modify recipes themselves.

Shim Gyu-cheol, head of Nongshim’s Global Marketing Division, explained:

“We were inspired by consumers who enjoy Shin Ramyun mixed with milk, cheese, and gochujang. By utilizing the expertise of Nongshim’s Fermentation Research Institute, we aim to showcase the essence of ‘K-Rosé’ with a differentiated sauce.”

The new product will launch simultaneously in Korea and Japan on May 18, followed by local overseas production and sequential distribution to more than 100 countries beginning next month.

Expanding Global Exports Through a Dedicated Export Plant

Nongshim also outlined strategies to respond to uncertainties in the global business environment, including rising raw material prices and logistics costs caused by geopolitical risks such as conflicts in the Middle East.

Cho acknowledged that cost pressures remain significant but emphasized that the company would carefully consider market conditions and consumer burden before deciding on any price increases.

Rather than relying solely on price hikes, Nongshim plans to improve operational efficiency under its newly announced management principle, “Global Agility.”

A key part of this strategy will be the second Noksan plant in Busan, dedicated exclusively to exports and scheduled to begin operations in the fourth quarter of this year. Through this facility, Nongshim plans to expand exports to Japan, Europe, Australia, and other global markets.

Meanwhile, Nongshim also plans to foster its snack business and new ventures as future global growth engines.

“We have recently begun aggressively targeting the U.S. snack market, which had previously been focused mainly on the domestic market. We are also reviewing various new business opportunities beyond health functional foods. Combined with the continued overseas growth of our noodle business, we believe achieving Vision 2030 is fully possible,” Cho stated.