In Japan, the birthplace of instant ramen, the presence of Korean spicy ramen is growing.
According to the retail industry on the 29th, Japanese fashion brand "RAGEBLUE" will release apparel on the 31st in collaboration with Nongshim's flagship spicy ramen brand Shin Ramyun. RAGEBLUE is a brand that showcases European-style casual clothing. In this collaboration, it plans to unveil knitwear with the character "辛" (spicy) symbolizing Shin Ramyun woven like a Nordic pattern, as well as sweatshirts and scarves featuring the Shin Ramyun bag design and the global slogan "Spicy Happiness In Noodles."
The emergence of "Shin Ramyun fashion" is seen in the industry as proof of Shin Ramyun's widened foothold among Japan's Millennials and Gen Z (born 1980–2004). Shin Ramyun surpassed 10 billion yen (about 93.7 billion won) in sales in Japan in 2023. Last year's sales were 13.5 billion yen (about 126.9 billion won). Nongshim has been operating the brand-experience pop-up store (temporary store) "Shin Ramyun Snack Bar" in Harajuku, central Tokyo, since June. Some 3,000 people visited in the first three days after opening.
Sales at Nongshim's Japan branch are also on the rise. Last year, the Japan branch posted sales of 106.4 billion won, up about 12% from the previous year. Operating profit in the same period was 5.2 billion won, up 58%. First-half sales this year were 65.6 billion won, a 30% increase from a year earlier. According to securities circles, third-quarter sales are also expected to grow about 30% year over year. This is due to strong sales of Shin Toomba, launched in Japan in Apr., and increased placement of new products in local distribution channels.
Nongshim began exporting Shin Ramyun to Japan in 1987 after first launching it in Korea in 1986. In 2022, it established a local corporation and made a full-fledged entry into the Japanese market. Since then, as Korean dramas and films have fueled local curiosity about Korean spicy food, demand for Shin Ramyun has increased.
Amid Japanese ramen based on tonkotsu (pork bone broth), miso (Japanese soybean paste), and shoyu (Japanese soy sauce), Shin Ramyun is known as the representative brand of "spicy ramen." According to Nongshim, Japan's spicy ramen market is 42 billion yen (about 390 billion won), or about 6% of the total market. Shin Ramyun is estimated to account for around 30% of that.
Shin Ramyun is not the only one. According to Qoo10 Japan, the e-commerce platform operated by eBay Japan, sales of Korean noodles in Japan rose 27% in the first half from a year earlier. During Mega Wari (May 31–June 12), Qoo10 Japan's biggest quarterly discount event, sales of Korean noodles increased 40% from the previous event. Popular products included Shin Toomba, Otoki Jin Ramen, and Samyang Foods Co. Buldak spicy ramyeon. A representative at eBay Japan said, "K-food is leading the K-lifestyle boom in Japan along with K-beauty and K-fashion."
Samyang Foods Co. has launched new brands such as Maep and Taenggeul in the Japanese market, in addition to its existing hit Buldak spicy ramyeon. Otoki released Sesame Ramen and Mayeol Ramen. According to Nongshim, the Japanese ramen market was about 6.5 trillion won last year, roughly twice the size of the domestic market.
A Nongshim representative said, "We have grown into the most recognized foreign ramen brand in Japan, but our local market share is still modest," adding, "To compete with foreign brands, we plan to try various marketing efforts tailored to local consumer preferences."