Nongshim said on the 26th that it will roll out an on-site promotion for Shin Ramyun by putting up a giant Shin Ramyun ad at Piccadilly Circus, a landmark in London.
According to Nongshim that day, the promotion began on the 22nd and runs through the 28th. Nongshim, which established a European subsidiary in the Netherlands in March, aims to quickly build its presence in Europe with aggressive marketing that penetrates the heart of London.
London's Piccadilly Circus, along with New York's Times Square, is one of the world's top outdoor advertising districts. It is the center of London's consumer culture, drawing as many as 60 million people a year, and is regarded as a fiercely contested battleground for global corporations.
In particular, the giant digital billboard that symbolizes the square, Piccadilly Lights, is a medium advertised on by top global brands such as Coca-Cola and Samsung. Through this campaign, Nongshim is being evaluated as having taken its first step toward making Shin Ramyun a "global No. 1 brand."
Nongshim is using the building-sized Piccadilly Lights to broadcast both a music video ad featuring the global ambassador for Shin Ramyun, aespa, unveiled in November, and an animated Shin Ramyun ad produced in collaboration with K-pop Demon Hunters.
The company is also running an offline event at the square that consumers can join in directly. Nongshim is operating a "Shin Ramyun cart" and holding a social media follow event, giving local participants Shin Ramyun cups featuring characters from K-pop Demon Hunters.
A Polaroid photo event set against Piccadilly Circus lets people capture memories with Shin Ramyun, offering local consumers an enjoyable brand experience around Christmas.
Nongshim plans to further expand its Shin Ramyun campaigns on global landmarks. Building on the results of its Times Square campaign in the United States in October and the current Piccadilly Circus campaign in the United Kingdom, the company intends to continue events promoting Shin Ramyun at iconic sites in major countries around the world next year, which marks the 40th anniversary of Shin Ramyun.