Core Insights - Nongshim launched a global campaign in New York Times Square to celebrate the debut of Shin Ramyun in collaboration with Netflix's animated film 'KPop Demon Hunters' [1][4] - The campaign featured interactive activities that allowed consumers to taste Shin Ramyun, enhancing both online and offline engagement [1][4] Group 1: Campaign Details - The campaign included a giant Digital Out-of-Home (DOOH) billboard and themed booths for visitors to experience the Shin Ramyun brand [2] - Visitors sampled Shin Toomba and Shrimp Crackers, showcasing Korea's "Hangang Ramyun" culture [3] - The event featured instant photo booths and a social media follow event that offered prizes, including Shin Ramyun [3] Group 2: Global Expansion - Nongshim has been rolling out 'KPop Demon Hunters'-inspired packaging globally since late August, starting in Korea [4] - Sales in the Americas began in mid-September, with plans for expansion to key European markets and Australia/New Zealand within the year [4]

Core Viewpoint - Nongshim is launching a global collaboration with Netflix and Sony Pictures Animation to release limited-edition products inspired by the animated film 'K-Pop Demon Hunters', which includes Shin Ramyun and Shrimp Crackers featuring beloved characters from the film [1][2][4]. Group 1: Product Launch - Nongshim will release a limited-edition Shin Ramyun, Shrimp Crackers, and 'Shin Toomba Sauce' featuring characters 'Rumi', 'Mira', and 'Zoey' from 'HUNTR/X', as well as 'Saja Boys' and 'Derpy' the tiger mascot [2][3]. - A special edition of Shin Ramyun, identical to those featured in the film, will be available exclusively in Korea [3]. Group 2: Marketing Strategy - Nongshim plans to engage with fans globally through active marketing campaigns, including social media, digital content, and offline pop-up stores [3]. - The company has introduced a new global slogan for Shin Ramyun: 'Spicy Happiness In Noodles', reflecting its mission to deliver spicy joy and cultural value worldwide [5]. Group 3: Cultural Impact - 'K-Pop Demon Hunters' has gained a global fanbase, showcasing Korean culture, including K-pop music and K-food, which has led to increased recognition of Nongshim products [4]. - The collaboration was facilitated by fans who identified and shared their excitement for Nongshim products featured in the film, highlighting the organic connection between the brand and the show's audience [5].