Nongshim said on the 25th that it will unveil the first brand character for Shin Ramyun, "SHIN," to mark the product's 40th anniversary.
SHIN (hereafter Shin) is a character whose design evokes ramen noodles and a Shin Ramyun packet. The pupils and accessories are engraved with the character "辛" ("spicy shin").
As a global character, Nongshim made the Shin character introduction on its website available in Korean, English and Chinese. Also, on the same day, it released a 30-second animated clip on its official YouTube channel and Instagram, introducing Shin's origin story. Participants who enter a quiz presented after watching the animation will receive a Shin character passport case through a drawing.
In particular, to mark the character's launch, Nongshim will run a promotion for about three months starting in April, including character stickers in "Shin Ramyun Gold" multipacks. There are 13 types of stickers in total, featuring Shin traveling across the world and space, including the United States, China, France and Egypt.
Of these, Nongshim plans to award winners of the "Shin space travel special sticker," limited to 10,000 inserts, with a Rimowa suitcase and Shin Toomba e-gift cards. If users verify the sticker on social media (SNS), Shin Ramyun travel pouches and Shin Ramyun cups will also be offered through a drawing. In addition, on Nongshim Mall, it will run curated merchandise sets using Shin, such as chopsticks and sleep masks, and introduce Nongshim Mall–exclusive promotions.
Nongshim plans to effectively promote the Shin Ramyun brand through character marketing. The goal is to raise brand awareness and generate long-term results. A Nongshim official said, "Going forward, we will actively use the character at global exhibitions and in the marketing activities of our overseas subsidiaries to become a brand that approaches consumers more closely in everyday life."