Nongshim attacks Gen.G. generation at UAE Comic Con
Toronto International Film Festival as well as experiencing brand experience
Nongshim participated in the UAE Comic Con (MEFCC), the largest pop culture festival in the Middle East, to expand its contact with the local Gen Z generation with Shin Ramen. By combining cultural contents favored by the younger generation, such as games and animations, and new ramen, it is increasing brand awareness while speeding up its efforts to target the Middle East market.
Nongshim announced on the 14th that it operated a Shin Ramen brand booth at the UAE Comic Con held at the Abu Dhabi National Exhibition Center (ADNEC) in the United Arab Emirates from the 11th to the 13th (local time). UAE Comic-Con is the largest entertainment fair in the Middle East where you can enjoy pop culture contents such as movies, TV, animations, cartoons, games, and cosplay in one place, and more than 45,000 visitors visited this year’s event.
Nongshim set up a brand promotion booth on the theme of Shin Ramen at the venue and introduced various hands-on contents such as photo zones, goods shops, and 360-degree camera zones. The wall of the booth, which is designed to allow you to see various Shin Ramen products at a glance, was used as a photography space, and limited-edition goods such as Shin Ramen key rings and stickers also attracted the attention of local visitors.
Outside the venue, a food truck with the concept of Shin Ramen snack was also operated. It provided a tasting opportunity for visitors to taste Shin Ramen in person, and introduced the brand by installing sculptures using large Shin Ramen cups.
Nongshim is continuing its marketing to expand Shin Ramen into a global lifestyle brand enjoyed by young consumers beyond simple ramen products. Following the Gamescom held in Germany last month, he participated in the UAE Comic Con, expanding his contact with overseas consumers by utilizing various cultural contents such as games and pop culture.
In particular, as the Middle East has a high proportion of young people and interest in K contents is growing, Nongshim is planning to expand its brand experience by combining cultural contents and new ramen that local consumers are familiar with.
Nongshim plans to introduce a special stand with the concept of Shin Ramen brand at major large discount stores in the Middle East in October. The policy is to expand consumer contact points so that local consumers can access Shin Ramen at actual distribution stores as well as online and cultural events.
“Following the enthusiastic response of this Comic-Con, we plan to introduce a special stand with the concept of Shin Ramen brand to major supermarkets in the Middle East in October,” a Nongshim official said. “We will continue to increase our contact point with global consumers including the Middle East market through customized marketing activities in the future.”
Meanwhile, Nongshim is also promoting the brand of Shin Ramen using the film festival in North America. Since the 10th, Nongshim has participated in the Toronto International Film Festival (TIFF) Festival Street in the King & John Street area of Toronto, Canada, and has been operating a Shin Ramen snack booth. Visitors can sample Shin Ramen Tomba and Shin Ramen Kimchi Stir-fried Noodles, and experience making their own Shin Ramen cups by combining noodles, soups, and toppings. All proceeds from the program will be donated to Toronto’s local food bank.
Nongshim is expanding its brand experience of Shin Ramen with film, game, and pop culture events such as the Toronto International Film Festival and UAE Comic-Con following the Jeonju International Film Festival in Korea. The strategy is to expand contact with global consumers, including young consumers, through marketing linked to regional cultural contents.
