Nongshim announced on July 21 that it has introduced a new global integrated brand slogan, "Spicy Happiness In Noodles," to strengthen communication with consumers worldwide. The new slogan aims to more effectively connect with international audiences, emphasizing Shin Ramyun’s appeal across borders.
The slogan cleverly incorporates the English initials of "SHIN," the English name for Shin Ramyun, symbolizing "the spicy happiness contained in ramen." This marks the first time Nongshim has officially established a comprehensive worldwide brand slogan for Shin Ramyun, unifying its branding efforts both domestically and internationally.
Starting next month, Nongshim plans to apply the new slogan gradually across packaging for 18 Shin Ramyun products, including Shin Ramyun, Shin Ramyun Black, Tumbab, and Gunmyeon, sold in markets around the globe. Additionally, the slogan will be featured in the company's global ramen experience stores, called "Shin Ramyun Bunsik," aimed at delivering a more direct and impactful brand message. These stores are scheduled for expansion into Southeast Asia, Europe, and other regions, broadening global consumer touchpoints.
Centered around the new slogan, Nongshim will launch a comprehensive global marketing campaign from next month. The campaign will highlight Shin Ramyun not just as a product, but as a brand that delivers emotional satisfaction through its spicy flavor in everyday life worldwide.
In October, Nongshim plans to participate in the world's largest food trade fair, ANUGA 2025, held in Cologne, Germany. The company intends to actively promote Shin Ramyun's global competitiveness and brand value at this prestigious event.
The development of the new slogan was based on a recent international brand perception survey conducted by Nongshim. Participants from abroad responded positively, describing Shin Ramyun as "a spicy flavor that can be enjoyed with friends worldwide," "a dish that pairs well with various ingredients while maintaining a unique taste," and "a convenient yet comforting food," highlighting its practicality and emotional resonance.
A Nongshim representative stated, “Shin Ramyun has built a rich emotional and cultural brand connection with consumers over the past 40 years. This new slogan represents our efforts to establish Shin Ramyun as a symbol of ‘spicy happiness’ in people’s daily lives around the world.”
