Nongshim said on the 25th that it will unveil the first brand character for Shin Ramyun, which marks its 40th anniversary, "SHIN."
SHIN (hereafter Shin) is a character featuring a design reminiscent of ramyun noodles and the Shin Ramyun package. The pupils and props bear the character "辛" (spicy shin).
As a global character, Nongshim made the introduction of Shin on its website available in Korean, English, and Chinese. The company also released a 30-second animated clip on its official YouTube channel and Instagram the same day, introducing Shin's origin story. It plans to give away Shin character passport cases by drawing among participants who enter a quiz presented after watching the animation.
To mark the character's launch, Nongshim will also run a promotion starting in April for about three months, including character stickers in Shin Ramyun Gold multipacks. There are 13 stickers in total, showing Shin traveling across the world and space, including the United States, China, France, and Egypt.
Of these, Nongshim plans to award Rimowa suitcases and Shin Toomba e-gift cards to winners of the "Shin space travel special sticker," which is limited to 10,000 pieces. If consumers post sticker verification on social media (SNS), the company will also offer Shin Ramyun travel pouches and Shin Ramyun cups by drawing. In addition, on Nongshim Mall, it will offer curated goods sets using Shin—such as chopsticks and sleep masks—and roll out mall-exclusive promotions.
Nongshim plans to promote the Shin Ramyun brand effectively through character marketing, aiming to raise brand awareness and generate long-term results. A Nongshim official said, "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 familiarly in everyday life."