Immersive gaming experiences tied to Shin Ramyun brand

Nongshim targets global MZ generation in push to make ramyun 'soul food for the world'

Nongshim's Shin Ramyun Factory experience booth at Gamescom 2026, held Wednesday through Sunday in Cologne, Germany [Nongshim]
Nongshim's Shin Ramyun Factory experience booth at Gamescom 2026, held Wednesday through Sunday in Cologne, Germany [Nongshim]

Nongshim announced Friday it is participating in Gamescom 2026, the world's largest gaming expo, to promote K-ramyun to gamers around the world. The company aims to connect its flagship product, Shin Ramyun, with gaming culture to strengthen its standing as a global lifestyle brand and broaden the reach of its brand experience.

Nongshim is running a "Shin Ramyun Factory" experience booth in Hall 8 of Gamescom, which runs Wednesday through Sunday in Cologne, Germany. Visitors become virtual factory workers and earn points by taking part in four games, including a pumping game and a topping-ball challenge. Points can be redeemed for Shin Ramyun-branded fans, pouches and KPop Demon Hunters collaboration merchandise.

This year, Nongshim is also the sole sponsor of Gamescom Beach, the outdoor rest area outside the exhibition halls, which it has transformed entirely under the theme "TASTE SHIN." The space is officially named "gamescom beach spiced up by Nongshim" and features a Shin Ramyun Toomba tasting zone, a photo zone and a lounge.

On Thursday, Nongshim held a presentation for global corporate executives marking the 40th anniversary of Shin Ramyun, covering the brand's global growth and its vision going forward.

Kim Hyung-seok, head of Nongshim's European operations, said at the event that "Shin Ramyun, which has been part of everyday Korean life for 40 years, has now grown into a global brand loved around the world." He added, "By adding new enjoyment and cultural experiences to the spicy flavor that represents Korea, we will grow Shin Ramyun — the soul food of Koreans — into the soul food of people everywhere."

A Nongshim official said the company plans to use its Gamescom participation as a springboard to expand its reach among European consumers and strengthen a range of hands-on B2C marketing initiatives targeting the global MZ generation.


spa@heraldcorp.com