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NONGSHIM
Shin Ramyun in India
CLIENTNongshim
AGENCYCheilX
YEAR2025
STATUSPitch win
THE WORKCampaign, retail, collaborations
THE ASK
Nongshim’s Shin Ramyun started India’s Korean noodle habit and was getting none of the credit for it. People knew the red pack and the character on the front. They asked shopkeepers for Korean noodles, not for Shin Ramyun.
WHAT WE DID
Love at first bite, with no idea who they were in love with. So the job was not to introduce the noodle, it was to put a name on the craving. We built the brand a Korean world nobody could mistake for anyone else: the girl group, the fire, the calligraphy, black on red. Then we put it wherever the craving actually happens, from the aisle to quick commerce to a sneaker drop.
100% spicy. 100% Korean.
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