Nongshim Debuts Shin Ramyun Pavilion at KOOM Week
The noodle brand showcases its culinary history and fusion menu items in the Flatiron district.
Updated on Oct. 16, 2026 in Food and Drink
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Nongshim has launched an interactive pavilion in New York City as part of the five-day KOOM Week 2026 festival. The activation features a dedicated space for investors and startup founders to explore the history of the global brand.
Why it matters
By engaging with startup leaders and embedding its products into local food culture, Nongshim aims to strengthen its global brand intimacy. The collaboration provides a unique touchpoint for the company to demonstrate its growth potential to an audience of entrepreneurs.
Shin Ramyun is currently sold in 100 countries and is celebrating its 40th anniversary. The festival pavilion runs for five consecutive days.
The players
Nongshim
Nongshim is a major South Korean food and beverage company globally recognized for its instant noodles and snack products.
UKF
UKF is the organizing body responsible for hosting the annual KOOM Week festival.
BuildBlock
BuildBlock is a design and construction firm that specializes in creating branded event spaces and architectural installations.
The details
Designed by BuildBlock, the pavilion showcases the evolution of Shin Ramyun through immersive displays for festival visitors. Additionally, a food truck parked on 23rd Street offers collaboration menu items including Shin Ramyun Tonkatsu Burger and various fusion Tteokbokki dishes.
Timeline
The Nongshim Pavilion operates from October 14 to October 18, 2026.
KOOM Week 2026 festival programming occurs across Manhattan from October 12 to October 18, 2026.
Industry Dynamics
The festival marks a shift as food brands increasingly leverage boutique tech and startup gatherings to expand their cultural footprint beyond traditional grocery retail. By integrating with high-traffic innovation festivals, companies like Nongshim are positioning themselves against diverse competitors in the premium global snack market.
Attendees can visit the pavilion in the Flatiron district through October 18 to view the historical displays and sample the exclusive collaboration menu. The food truck on 23rd Street provides direct public access to unique fusion items not typically found in standard retail locations.
The takeaway
Nongshim is successfully leveraging major professional events to introduce its long-standing brand to new audiences. Consumers interested in these limited-time fusion dishes should visit the Manhattan festival site before it concludes on October 18.
Further reading
For more on the latest culinary trends in the city, visit the Food and Drink section.
Source note: This article includes information reported by Business Korea.
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