Jay Fai Collaboration Ignites Thailand
Nongshim, South Korea’s leading instant noodle manufacturer, is transforming Asian culinary markets with its Shin Ramyun Tomyum, launched in November 2024. Partnering with Michelin-starred Thai chef Jay Fai, the company introduced soup and stir-fry variants, achieving over 5.2 million units sold in Thailand within eight months, driven by a viral social media frenzy.
Culinary Fusion Drives Success
Authentic Thai-Korean Blend
The Shin Ramyun Tomyum blends Nongshim’s signature bold beef broth with the zesty, aromatic flavors of Thailand’s iconic tom yum soup. Nongshim’s researchers collaborated closely with Jay Fai, visiting her Bangkok restaurant and hosting her in Seoul for six months of recipe refinement, ensuring an authentic fusion that resonated with Thai consumers.
Localized Flavors for Diverse Markets
Tailored Tastes Across Asia
Nongshim’s strategy emphasizes local adaptation while preserving Korean ramyeon’s core identity. In Thailand, spicier profiles like Shin Ramyun Red cater to local preferences, while milder versions target Japan and Taiwan. The recent Shin Ramyun Toomba, featuring creamy cheese and mushroom notes, further diversifies offerings for Southeast Asian palates.
Young Consumers Fuel K-Food Trend
K-Pop Culture Boosts Appeal
Asia’s youth, influenced by K-pop and Korean dramas, are Nongshim’s target demographic, viewing Shin Ramyun as a trendy, premium product. Marketing campaigns leverage influencers and social media to engage students and young adults, amplifying the brand’s cultural cachet and driving demand across the region.
Premium Positioning in Thailand
High-Quality Image Wins Fans
In Thailand, Shin Ramyun commands a premium price, often three to ten times higher than local brands, due to its superior quality and unique taste. Consumers, especially the growing middle class, embrace it as a fashionable choice, with some claiming local noodles pale in comparison.
Global Ambitions Soar
Exports Power Revenue Growth
Nongshim’s 2024 sales reached 3.44 trillion won ($2.6 billion USD), with 40% from exports to over 100 countries. Strong growth in Japan (11.6%) and Vietnam (18.2%) highlights Asia’s importance. New production lines in the U.S. and a Busan export plant set for 2026 aim to boost output to 6 billion units annually.
Innovation and Expansion Plans
AI and Global Marketing Lead Way
Nongshim invests heavily in innovation, using AI to optimize production and launching a global marketing team to tailor campaigns. With new shelf space in European retailers like Leclerc and Carrefour and a new Amsterdam sales office, the company is poised to make Korean ramyeon a global household staple.
