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Nongshim (004370.KS) is expanding consumer touchpoints for its Shin Ramyun brand in the Middle East. After promoting the instant noodle brand at a major pop culture event in the region, the company plans to extend its marketing into retail channels next month by installing brand-dedicated displays at leading hypermarkets.
Nongshim said on the 14th that it operated a Shin Ramyun promotional booth at the Middle East Film & Comic Con (MEFCC), held from the 11th to the 13th local time at the Abu Dhabi National Exhibition Centre in the United Arab Emirates. MEFCC is a large pop culture event covering film, television, animation, comics, games and cosplay, drawing more than 45,000 visitors each year.
Inside the venue, Nongshim set up a display gathering its Shin Ramyun products along with a photo zone, a merchandise sales area and a 360-degree camera experience zone. The company also introduced goods such as Shin Ramyun keyrings and stickers. Outside the venue, it parked a food truck designed to resemble a Korean snack shop so visitors could taste Shin Ramyun on the spot. A large sculpture shaped like a Shin Ramyun cup was placed in the tasting area.
Nongshim has been running a series of Shin Ramyun marketing campaigns tied to overseas cultural events in gaming and pop culture. The company took part in Gamescom, a video game trade fair held in Germany last month, and will also join the Hive India Pop-Up Park, which runs in four Indian cities from the middle of this month.
In the Middle East, the company is also strengthening marketing linked to offline retail channels. Nongshim plans to roll out special displays built around the Shin Ramyun brand concept at major local hypermarkets next month.
“We are continuously expanding opportunities for local consumers to encounter Shin Ramyun,” a Nongshim official said. “We will continue marketing that reflects regional characteristics in the Middle East and other overseas markets.”
#Nongshim#ShinRamyun#MEFCC#ComicCon#UAE#KoreanFood
Original reporting by Kang Dong-heon for Seoul Economic Daily.
AI-translated from Korean. Quotes from foreignxact original wording
Translated by AI on Sep 14, 2026View Korean originalTranslation Policy
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