Nongshim has officially opened its global experiential store, 'Shin Ramyun Bunsik,' in Harajuku, Tokyo. This marks their second global ramen experience space following the launch in Machu Picchu, Peru, last April, and is the first store in the Asian region.
'Shin Ramyun Bunsik' is designed to allow visitors to experience the spicy flavor of Shin Ramyun and the Nongshim brand at major tourist destinations around the world. This endeavor is part of a global marketing strategy aimed at broadening the brand's reach to local consumers and international tourists alike.
The new store is located on Takeshita Street, a hotspot for Tokyo's youth in Harajuku. Reflecting the area's unique and trendy atmosphere, the store incorporates various elements that let visitors engage with the brand and Korean culture simultaneously.
Inside the store, there is an experiential ramen bar where patrons can cook and enjoy various products such as Shin Ramyun, Shin Ramyun Tumba, and Chapagetti. Additionally, the store features photo zones equipped with emotional props like raccoon mascot dolls, neon signs, and message boards, encouraging visitors to share their experiences on social media.
A representative from Nongshim stated, "The young generation in Harajuku is characterized by actively sharing unique experiences, which we expect will have a positive effect on brand expansion. We plan to develop 'Shin Ramyun Bunsik' as a hub for K-ramen culture."
Meanwhile, Nongshim is strengthening marketing activities centered on consumer experiences both domestically and internationally. In Korea, they operate 'Raccoon's Ramen Shop' in areas frequently visited by foreign tourists, providing spaces to enjoy K-ramen firsthand. Overseas, they are expanding 'Shin Ramyun Bunsik' to various major global tourist destinations, including Machu Picchu and Harajuku.
