Nongshim Participates in 'K-EXPO MEXICO 2026,' Accelerating Its Push into the Latin American Market

[Financial News] Nongshim is stepping up its push into Latin America by promoting the excellence of K-ramen in Mexico.
Nongshim said on the 27th that it participated in 'K-EXPO MEXICO 2026,' held from the 24th to the 27th (local time) at the International Exhibition and Convention Center (CIEC WTC) at the Mexico City World Trade Center. The event was hosted by the Ministry of Culture, Sports and Tourism (MCST) and organized by the Korea Creative Content Agency (KOCCA).
Nongshim was the only Korean ramen company to participate. After strengthening its push into the Latin American market through Mexico's CAMPO MARTE 26 in June, Nongshim has expanded its connections with global consumers by taking part in major international events, including Gamescom in Germany and the Middle East Film & Comic Con (MEFCC) in the United Arab Emirates.
Nongshim operated a Shin Ramyun booth at the event. The booth was built around 'Shinverse,' a three-dimensional representation of the unique world of the Shin Ramyun brand. Given the high popularity of K-pop in Mexico, photo zones featuring brand ambassador aespa were placed at the front and side of the booth.
A HAUSCOOK automatic ramen cooker was installed in the tasting zone at the front of the booth, allowing visitors to enjoy freshly cooked Shin Ramyun and Nongshim Shin Ramyun Toomba on site.
During the expo, Nongshim sought to expand its presence in Latin America through business meetings with major local distribution channels. Reflecting Mexico's strong preference for cup noodles, Nongshim agreed with global retailer Sam's Club, which operates around 170 stores in Mexico, to pursue listings for Shin Ramyun Noodle Cup Large and Shin Ramyun Toomba Noodle Cup Large by the end of this year, with sales scheduled to begin early next year. It plans to expand its product portfolio afterward with items such as Shin Ramyun Rosé and Shin Ramyun Kimchi Stir-fried Noodles.
Nongshim also agreed with Soriana, a major Mexican retail chain, to operate displays dedicated to Nongshim products and hold various promotional events for Buen Fin, known as Mexico's Black Friday, this coming November. Shin Ramyun Rosé will be newly listed at the beginning of next year.
Cho Yong-cheol, CEO of Nongshim, said, "We will actively communicate with consumers around the world and aggressively expand distribution channels in key global markets to grow Shin Ramyun into the flagship national brand of K-food. By 2030, we will make sure to achieve our goals of increasing the share of overseas sales to more than 60%, reaching revenue of 7.3 trillion won and an operating profit margin of 10%."
[email protected] Kim Seo-yeon Reporter