Nongshim Selected K-Pop Group Aespa As Ambassador
The noodle brand partnered with the music group to promote its products across 14 international markets.
Updated on Oct. 14, 2026 in Marketing
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Nongshim announced its global brand ambassador partnership with K-pop group aespa on 19 November 2025. The collaboration serves as a centerpiece for a marketing campaign promoting Shin Ramyun, which emphasizes the brand slogan, Spicy Happiness In Noodles.
Why it matters
This strategy leverages the immense global influence of Korean cultural exports to cultivate familiarity with Korean food products. By integrating pop culture, the company aims to bridge the gap between entertainment fanaticism and consumer food habits.
The campaign reached 100 million YouTube views within two weeks of launch across 14 international markets. A supporting study of 523 Malaysian Gen Z consumers explicitly linked Korean entertainment interest to increased consumption of Korean food products.
The players
Nongshim
This is a South Korean food and beverage company best known for its production of instant noodles and snacks.
aespa
This is a prominent South Korean girl group formed by SM Entertainment that has gained international popularity.
The details
Nongshim produced digital content featuring the members of aespa participating in daily activities like shopping, cooking, and traveling with Shin Ramyun. This effort followed an August 2025 release of limited-edition products that featured characters from the Netflix series KPop Demon Hunters.
Timeline
August 2025 marked the debut of limited-edition products featuring KPop Demon Hunters characters.
Aespa was officially named global brand ambassador on 19 November 2025.
The second phase of the marketing campaign launched in 2026.
Market Landscape
This partnership reflects the ongoing trend of the Hallyu phenomenon driving global demand for South Korean consumer goods. By aligning with high-profile cultural icons, Nongshim positions itself to better compete in diverse international markets against local noodle incumbents.
Consumers in the 14 targeted international markets can expect more high-visibility branding and digital content featuring aespa alongside Shin Ramyun products. This effort suggests Nongshim is prioritizing widespread availability and brand recognition to capture a broader global customer base.
The takeaway
Companies are increasingly using entertainment icons to turn digital fan engagement into tangible grocery purchases. Fans and shoppers can expect continued cross-industry collaborations as brands seek to maintain relevance through pop culture integration.
Further reading
For more insights into current trends, visit the Marketing section.
Source note: This article includes information reported by Foodnavigator.
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