From November 15th to 17th, Nongshim’s Shin Ramyeon made a stunning debut in Changsha, launching a limited-time pop-up event at Huangxing Square. The event, organized by Ningshing Ubay, combined food, entertainment and creativity, drawing significant attention from media outlets including CCTV, Sina, NetEase, Hunan TV and local Changsha news. It also attracted numerous local influencers, creating a viral buzz on social media.

Changsha, known for its vibrant, influencer-driven culture, has become a favorite among young consumers. Huangxing Square, located in the heart of the city’s commercial district, is a bustling hub of foot traffic. By holding the pop-up event here, Nongshim aligned with the city’s dynamic vibe while offering consumers a fresh, exciting experience.

The pop-up event, themed "Spicy Moments, Spicy Friends," welcomed nearly 10,000 visitors and achieved over 20 million media impressions through platforms such as billboards, metro ads, news coverage and Xiaohongshu (Little Red Book). Looking ahead, Nongshim is set to continue delivering deliciousness to consumers in China and around the world, while strengthening the connection between people’s lives and supporting their health and happiness.

In an interview with the media, Mr. Ahn MyunGsik, Chairman of Nongshim China, mentioned that Nongshim has maintained steady growth since entering the Chinese market in 1995. With factories in Shanghai, Shenyang, Qingdao and Yanbian, Nongshim offers popular products such as Shin Ramyeon, Shrimp Crackers, Onion Rings and Baishan Water, bringing delightful taste experiences to Chinese consumers.

The giant "Shin Ramyun" cup installation captivated visitors as a centerpiece of the pop-up event. It featured a dedicated "Moments Wall," encouraging attendees to share photos and stories on social media, showcasing their joy and excitement. This immersive experience allowed visitors to connect with the spicy boldness of Shin Ramyun while celebrating the vibrant, fiery charm of Changsha.

Over 1,000 servings of new products were distributed at the event, allowing food lovers to indulge their taste buds while bringing Nongshim closer to the public. The atmosphere was friendly and engaging, with visitors sharing, exchanging, and freely enjoying delicious flavors like good friends.

“I’m a huge Shin Ramyeon fan! I usually have to ask for a purchasing agent to get the new products, but this time I can buy them locally—so awesome!”

“I’ve been looking forward to the new TOOMBA for a long time! The Toowoomba sauce is full of nostalgic flavors. I really want to have more after just one bite!”

“I love Shin Ramyeon and Shin Stir-fried Noodles. For those of us who love spicy food but can’t handle it too hot, these are just perfect!”

The interactive zone became the most popular area, delivering the core message of "Shin Ramyeon": happiness, health, and positivity in a fun and personalized way. People of all ages participated in the slot machine and capsule toy games, with one lucky lady exclaiming, “Nongshim Shin Ramyeon really understands us young people!”

The excitement reached its peak on the evening of November 17th with the Nongshim pop-up event stage. The rapid noodle-eating challenge, noodle stacking competition, and DIY noodle tasting got the crowd energized and full of fun. The participants were full of enthusiasm, while the atmosphere around the stage was electrifying, setting the city ablaze with excitement. During the quiz segment, Ms. Li from Changde, Hunan, managed to correctly answer how many packaging sizes Shin Ramyeon has in just 3 seconds! The crowd rushed to answer, making the event even more thrilling.