Nongshim takes Shin Ramyun tastings to HYBE India pop-ups in four cities
Nongshim is using HYBE INDIA’s K-culture pop-up parks in Kolkata, Chennai, Chandigarh and Kochi to sample Shin Ramyun and build local brand awareness, extending an India push that has also included a Blinkit partnership.
What happened
Nongshim (Shin Ramyun) · Nongshim is using HYBE INDIA pop-up parks to market Shin Ramyun through tastings and interactive activations in Kolkata, Chennai,
Key facts
- Around 3,000 visitors in Kolkata in one day
- 4 second-half cities
- 6 cities in the first half
- 10 Indian cities total in 2026
- India exports rose approximately 47% year-on-year in the first half
Why this matters
Nongshim’s HYBE India tie-up highlights the strategic value of culture-platform partnerships that can accelerate market entry, youth reach and omnichannel food-brand adoption in India.
What to watch
- Blinkit search placement, assortment expansion, stock-out rates and city-level repeat ordering for Shin Ramyun.
- Nongshim announcements on local manufacturing, Indian distribution partnerships, new SKUs or broader 2026 city rollout.
- Competitor launches of Korean-style spicy noodles, premium cup noodles or K-culture-linked campaigns.
- Evidence that HYBE pop-up attendees redeem purchase offers or generate sustained social-content engagement beyond event dates.
- Retail price gaps versus domestic noodle brands and promotional intensity in modern trade and quick commerce.
- Extend sampling-to-purchase conversion with Blinkit QR codes, event-specific bundles and first-order discounts.
- Prioritize distribution around HYBE event catchments, colleges, premium grocers, Korean-food restaurants and high-frequency quick-commerce zones.
- Introduce India-relevant pack sizes, price points and potentially localized flavor or spice variants without diluting Korean brand equity.
- Use K-pop, K-drama and food creators to turn preparation formats such as ramen hacks, add-ons and meal occasions into repeat-use habits.
- Track city-level repeat orders after each activation to determine which of the 10 target cities merit offline retail investment.