American service members and their families stationed in South Korea are getting a flavorful introduction to one of the country’s most beloved comfort foods: Shin Ramyun.
South Korean food giant Nongshim rolled a food truck into Camp Humphreys, the largest U.S. military base in Korea, on September 19–20. The company handed out steaming bowls of its signature instant noodles, giving soldiers and their families a chance to experience the spicy, savory dish that has become a household staple across Korea.
The event was held as part of a family shopping day on base and included more than just free food. Military families could pose in themed photo zones, win prizes, and sample new and limited-edition Shin Ramyun flavors — including versions inspired by the Netflix animated film K-Pop Demon Hunters, as well as Shin Ramyun Black and a milder international variety called Shin Ramyun Tombua.
For Nongshim, the event was more than a giveaway. It marked another step in the company’s growing push to reach American consumers. In June, Shin Ramyun was added to menus at U.S. military bases in the United States through a partnership with Korean restaurant chain Cupbab, starting with locations like Fort Bliss in Texas.
“Following our U.S. base menu launch in June, this food truck event at Camp Humphreys has helped boost global recognition of the Shin Ramyun brand,” a Nongshim spokesperson said. “We plan to keep connecting with consumers worldwide in settings where they can experience our products firsthand.”
Industry watchers say such efforts are smart marketing: ramen is already hugely popular among American college students and young professionals, and introducing U.S. troops abroad to Korean instant noodles could help turn them into long-term fans once they return home.
