At first, the reaction was, "How can anyone eat something this spicy?" but now Japanese consumers have started seeking out spicy flavors. It is the result of steadily pushing a differentiated taste that Japan didn't have.
Kim Dae-ha, head of Nongshim Japan (vice president), said at a media briefing held on the 15th at Shin Ramyun Bunsik on Takeshita Street in Harajuku, Tokyo, "Japan is the home of ramen, where nearly 1,000 new products come out every year, and competition is so fierce that products change in convenience stores every week. We established a subsidiary in 2002 to compete in this market."
Shin Ramyun Bunsik, where people can experience Korean-style "Hangang ramen" in the heart of Tokyo, has been drawing young consumers. Nongshim said that as Shin Ramyun, Shin Toomba, and Neoguri mild have taken hold as popular menu items, more than 10,000 people visit each month on average.
This popularity in Japan has translated into results for Nongshim Japan. Sales at the Japanese subsidiary rose from 9.5 billion yen (about 88.4 billion won) in 2020 to 20.9 billion yen (about 194.5 billion won) in 2025, up 120% in five years, surpassing 20 billion yen for the first time. This year, the company is targeting sales of 24 billion yen (about 222 billion won).
Japan's ramen market is about 7 trillion won in size, but most of it is traditional broth flavors centered on shoyu and miso. Spicy ramen accounts for about 6%.
Kim said, "Nongshim's Japanese subsidiary entered the market when the spicy segment was close to zero. In the early days, some local buyers even embarrassed us, asking whether it was a taste fit for people," adding, "But it's a product that achieved clear success in Korea. The late Chairman Shin Chun-ho, Nongshim's founder, issued a firm directive to 'plant the brand in Japan.' As a result of steady effort, there still aren't many people in Japan who know the corporation Nongshim, but everyone knows Shin Ramyun."
As of 2025, Shin Ramyun posted sales of 16.5 billion yen (about 152 billion won) in Japan, establishing itself as the leading product with about 40% of the spicy ramen market. Currently, local corporations such as Nissin and Toyo Suisan are also launching products that put spiciness front and center, expanding the market.
Nongshim said the core driver of growth is Japanese women in their 20s and 30s. Influenced by K-content, these consumers, who have a strong interest in Korean food, are driving Shin Ramyun consumption.
Recently, Shin Toomba has also been adding to the growth. It recorded sales of 1 billion yen (about 9.2 billion won) last year, and this year the goal is 2 billion yen (about 18.4 billion won). There are frequent sellouts at Shin Ramyun Bunsik as well, according to reports.
Kim said, "Convenience stores in Japan are not just a distribution channel but a social infrastructure," adding, "Localized cup noodles—such as microwave preparation and water-draining designs—received a strong response from buyers."
Nongshim aims to achieve 40 billion yen (about 370.1 billion won) in sales in Japan by 2030. The strategy is to secure about half the market share if the spicy ramen segment expands to 10%.
Kim explained, "If local competitors' launches of spicy products make the spicy market bigger, that's not bad for us either. We set a goal so that when the spicy market grows to 70 billion yen (about 647.8 billion won), 40 billion yen will go to Nongshim," adding, "Along with this, we also aim to rank among the top five corporations in the ramen industry."
In a subsequent Q&A, when pointed out that there is a difference in the amount of toppings in Shin Ramyun Cup between Japan and Korea, Kim said, "It's true that the amount of toppings in the Shin Ramyun Cup sold in Japan is greater than in the domestic product. As a latecomer in Japan's ramen market, it was a choice Nongshim made to compete with local products."
Kim added, "However, this is not domestic discrimination, and the actual retail price is set higher in Japan than in Korea. Due to factors such as the weak yen and promotional discount sales at some distribution points, there are cases where the price gap with domestic products temporarily narrows." In fact, at Korean convenience stores, Shin Ramyun Cup sells for 1,250 won, while at Japanese convenience stores it sells for 236 yen (about 2,200 won).
Kim said, "Because of the black-food characteristics of Chapagetti, there are mixed reactions locally, so we are focusing on Neoguri first," adding, "We plan to gradually grow Chapagetti and Gamjammen as well."