Nongshim Shin Ramyun Rides the K-Culture Wave With Netflix’s K-Pop Demon Hunters

Fogblogs | SEOUL, South Korea — Nongshim’s Shin Ramyun, the world-famous instant noodle brand, is stepping into the global K-culture spotlight through an unexpected yet timely partnership with Netflix’s animated hit K-Pop Demon Hunters.

The collaboration brings fans a taste of the show in real life, as Nongshim launches limited-edition Shin Ramyun, Shrimp Crackers, and the all-new “Shin Toomba Sauce,” each featuring the faces of fan-favorite characters Rumi, Mira, Zoey, the Saja Boys, and the quirky tiger mascot, Derpy. These co-branded snacks and noodles will roll out globally starting late August across Korea, North America, Europe, Oceania, Southeast Asia, and Mexico.

For Korean fans, a special collector’s edition Shin Ramyun—identical to the one enjoyed by the characters on-screen—will be available exclusively in domestic markets. Nongshim plans to amplify the release through social media campaigns, digital content collaborations, and offline pop-up experiences that immerse consumers in both food and fandom.

Since its Netflix debut in June, K-Pop Demon Hunters has rapidly grown into a global phenomenon, praised for its vibrant celebration of Korean identity—from K-pop beats to K-fashion and, of course, K-food. Fans were quick to spot the anime-style nods to Nongshim, pointing out that the fictional “Dongshim” snacks mirrored Shin Ramyun and Shrimp Crackers. The playful substitution of the Chinese character for “Shin” (神) also added to the speculation, fueling buzz across fan communities worldwide.

Nongshim’s spokesperson credited the organic fan enthusiasm for making the collaboration possible. “This partnership was born from the passion of viewers who recognized our products in the film and shared their excitement online,” the company noted. “As K-Pop Demon Hunters introduces K-culture to global audiences, we’re thrilled to offer the authentic taste of Korean ramyun and snacks through this one-of-a-kind collaboration.”

The move comes just weeks after Nongshim unveiled a new global slogan for Shin Ramyun: “Spicy Happiness In Noodles” (SHIN)—a bold statement of the brand’s mission to bring not only flavor but also cultural value to dining tables across the world.

With the combined forces of K-food, K-pop, and Netflix’s storytelling power, Shin Ramyun looks poised to spice up the global cultural wave even further.

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Sources: Nongshim press release; Netflix K-Pop Demon Hunters promotional materials