South Korea’s leading food company Nongshim is accelerating efforts to expand its presence in China with its new instant noodle product “Shin Ramyun Toomba.”
A recent livestream on Alibaba’s Taobao platform featuring THE8 (Xu Minghao), a Chinese member of K-pop group SEVENTEEN, drew a strong response, signaling growing traction among Chinese consumers.
The livestream, held on June 11, showcased THE8 as the official brand ambassador for Shin Ramyun in China.
He introduced the product, interacted with fans in real-time, and personally sampled the noodles, describing the taste as “milky spicy,” highlighting its creamy yet bold flavor.
The broadcast ended with all available limited-edition packages sold out, indicating high demand.
THE8 added a personal touch by sending finger hearts to fans and saying, “Shin Ramyun Toomba is totally my style,” enhancing the product’s appeal to younger audiences.
Following the domestic launch in September 2023, Shin Ramyun Toomba has rapidly become Nongshim’s next flagship product.
Within just four months, it sold over 25 million units in South Korea. It also performed strongly in Japan, with an initial shipment of 1 million units selling out in just two weeks.
Riding this momentum, Nongshim is targeting the Chinese market more aggressively. The company selected THE8 as its China ambassador to connect with Gen Z and millennial consumers, particularly young women familiar with K-pop culture. His stylish, trend-conscious image is seen as a strong match for the brand.
An advertisement featuring THE8, posted on Chinese social media platform Weibo on April 30, has garnered more than 7.74 million views, reflecting the campaign’s success.
Nongshim also presented Shin Ramyun Toomba as a new product at SIAL Shanghai 2025, Asia’s largest food and beverage trade show, held from May 19–21. The product attracted attention from both industry insiders and consumers.
