Nongshim's Shin Ramyun × aespa ad hits 100M YouTube views in 2 weeks — twice the speed of the first
Shin Ramyun's second global campaign with aespa hit 100 million YouTube views in two weeks—half the time the first one took last year.
2 weeks, 100 million views
Nongshim announced September 10 that its second Shin Ramyun global advertisement featuring aespa crossed 100 million YouTube views in approximately two weeks. The first campaign, released in November of the previous year, took about a month to reach the same number. The second was roughly twice as fast.
aespa has been Nongshim's anchor for this push. The group fronted the music video-style first campaign built around their song and performance. They were named the model for the Shin Ramyun Rose product launch in May. Now they anchor this second global rollout.
Four episodes, one slogan
The second campaign's main video is structured as an omnibus with four episodes. Each one shows aespa members' daily life alongside Shin Ramyun: cooking, shopping, travel, and quiz. The campaign runs on Shin Ramyun's global slogan Spicy Happiness In Noodles, framing the product's spicy flavor as an everyday happiness experience.
Nongshim is running the campaign across North America, Asia, and Europe, focused on regions where its overseas subsidiaries operate. Alongside the main video, the company is deploying shorter digital content to expand consumer touchpoints by country and platform.
A Nongshim official said: "Following the first campaign, this second campaign also achieved 100 million views at a fast pace."
The K-pop × K-ramen equation
The milestone lands as competition in this space is heating up. A food industry official noted that overseas recognition of K-ramen has grown to the point where being a Korean product alone no longer differentiates a brand. Companies are now pairing with K-pop artists who carry global fanbases. A global marketing industry official added that K-pop partnerships let brands secure initial attention across multiple markets quickly. Food, which needs little language explanation, pairs particularly well with music and video-driven campaigns.
(Basically, aespa's fandom does a lot of the distribution work for free.)
Nongshim said it plans to keep expanding touchpoints with global consumers going forward.
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