With 20 million units sold, Nongshim brings the 'Han River ramen' experience to Japan with Shin Ramyun Toomba

[Financial News] Nongshim is setting out to tap the Japanese market through marketing that combines K-fashion and K-food.
According to industry sources on the 23rd, Nongshim will operate a Shin Ramyun brand booth at the MUSINSA Osaka Pop-up Store 2026, being held at VS in Umeda, Osaka, Japan, through the 8th of next month.
The MUSINSA Osaka Pop-up Store is a large-scale pop-up event introducing Japanese consumers to the latest Korean fashion and beauty trends. At the event, 71 fashion and beauty brands will showcase around 3,400 products, the largest number ever at a MUSINSA pop-up in Japan.
Nongshim will set up a tasting booth at the event and serve freshly cooked Shin Ramyun Toomba using an instant ramen cooker known in Korea as a 'Han River ramen' machine. Visitors who follow the official Nongshim Japan Instagram account can sample it for free. Customers who complete a survey after tasting will receive Shin Ramyun Rosé, and an event will also offer Shin Ramyun merchandise through a prize draw.
Shin Ramyun Toomba has won over Japanese consumers with its spicy yet smooth, creamy flavor. Cumulative sales of Shin Ramyun Toomba in Japan have reached around 20 million units.
A Nongshim representative said, "We will continue to expand brand experiences tailored to local consumers' interests and lifestyles through a variety of products, including Shin Ramyun Toomba and Rosé."
[email protected] Kim Seo-yeon Reporter