Campaign Overview
Nongshim issued a press release on August 20, 2026 in Seoul, South Korea announcing the launch of the second phase of its global Shin Ramyun campaign, with the Korean‑pop group aespa appointed as the brand’s global ambassador. The initiative is expressly designed for international markets and will be introduced in 14 key countries.
Content Details
The campaign package comprises a total of 15 videos: one flagship campaign video and 14 digital short videos. The main omnibus‑style video opens with aespa stating, “To us, spicy is happiness,” and then depicts the members enjoying Shin Ramyun in four everyday scenarios—cooking, shopping, traveling, and a quiz segment where they answer “SHIN” to the question “What is another word for happiness?”. The digital shorts expand on these moments and include interview‑style clips in which aespa discuss when they crave Shin Ramyun and their favorite toppings.
Rollout Plan
According to the release, the campaign will first be deployed in key markets across North America, Asia and Europe where Nongshim already operates overseas, before expanding to additional regions worldwide. The rollout commences on August 20, 2026.
Previous Campaign Performance
Nongshim’s initial global Shin Ramyun campaign, launched in November of the previous year, featured a music‑video‑style advertisement that incorporated aespa’s music and performance. That first ad amassed 270 million views and helped raise global awareness of the slogan “Spicy Happiness In Noodles”.
About aespa
aespa is described as a global K‑pop force consisting of members KARINA, WINTER, GISELLE, and NINGNING. Since their 2020 debut with “Black Mamba”, the group has achieved multiple No. 1 positions on Billboard’s Top Album Sales chart and has delivered seven consecutive million‑selling releases. Recent highlights include a collaboration with Anderson .Paak on “Keychain (FROM THE FILM K‑POPS!)”, a second full‑length album released in May 2026 that topped the iTunes Top Albums chart in 25 regions, the Group of the Year award at Billboard Women in Music 2025, a nomination for Best Female K‑Pop Artist at the 2026 American Music Awards, a Lollapalooza debut in Chicago in August 2026, and the launch of their 2026–27 world tour titled “aespa LIVE TOUR – SYNK : COMPLæXITY”.
Quotes
A representative from Nongshim stated, “The second campaign shows global consumers, through aespa, how Shin Ramyun fits naturally into everyday life. Together with aespa, we will continue to engage consumers worldwide and communicate the value of Shin Ramyun’s global slogan, ‘Spicy Happiness In Noodles.’” aespa added, “We hope fans around the world can find their own moments of ‘Spicy Happiness’ with Shin Ramyun too.”