Nongshim is stepping up its efforts to expand the global presence of K-food by partnering with CUPBOP, a popular Korean-style fried chicken franchise in the United States. The company recently launched a localized promotion of its signature ramen, Shin Ramyun, during an offline event held in Utah, showcasing various dishes made using Nongshim’s noodles to local consumers.
The event, organized by CUPBOP and titled ‘Cupbop Day’ and ‘Cupbop in High School,’ took place at the Saratoga, Utah, store on May 21 and at Corner Canyon High School on May 22. At the event, visitors enjoyed “Shin Ramyun Tombah,” a dish combining Shin Ramyun with Korean-style toppings such as Bulgogi, Jeyuk Bokkeum (spicy stir-fried pork), and Japchae (Korean glass noodles with vegetables). Around 500 attendees responded enthusiastically to the spicy flavor of Korea.
CUPBOP, which began as a food truck in the U.S. in 2013, has achieved rapid growth with its Korean rice bowl menu, gaining popularity across the country. Currently, the brand operates approximately 260 stores in the U.S. and Indonesia, and plans to open new locations in Canada and Dubai this year—serving as a frontline driver for the spread of Korean cuisine.
A Nongshim official stated, “Collaborating with CUPBOP was a great opportunity to introduce Korea’s 대표 라면, Shin Ramyun, to U.S. consumers in a natural way,” and added, “We will continue to work with various global partners to promote Korea’s spicy food culture worldwide.”
Meanwhile, Nongshim has been actively strengthening the Shin Ramyun brand experience through marketing campaigns in major cities worldwide. Last April, it partnered with four Korean restaurants in New York to host the ‘Seoul in the City’ promotion, featuring creative dishes made with Shin Ramyun. Additionally, in Machu Picchu, Peru, Nongshim created a ‘Shin Ramyun Food Experience’ space to offer tourists a new culinary experience.
