Nongshim is partnering with popular restaurants and public institutions in New York to promote Shin Ramyun, which marks its 40th anniversary this year. The strategy is to broaden contact points with local customers, raise brand awareness, and establish itself as part of mainstream American food culture.

Nongshim announced on the 9th that it will collaborate with Atoboy, a popular Korean restaurant in New York, to offer a special menu item, “Shin Ramyun Pancake,” using Shin Ramyun throughout July.

Opened in 2016, Atoboy is known for receiving strong reviews from local gourmets by giving a modern reinterpretation to Korea’s traditional banchan culture. It is also recognized as the starting point of the fine-dining restaurant Atomix, which has earned two Michelin Guide stars and topped the “North America’s 50 Best Restaurants” list last year, drawing global attention from the culinary world.

“Shin Ramyun Pancake” is a dish developed by combining the spiciness of Shin Ramyun with Atoboy’s original recipe, inspired by Korean-style jeon (savory pancakes). Boiled Shin Ramyun noodles are flattened in a pan and fried to achieve a crispy texture, then topped with shrimp seasoned with Shin Ramyun for umami and rich cheddar cheese. Shin Ramyun seasoning powder and Atoboy’s special aged chili oil are added throughout the batter and toppings to create a spicy flavor profile.

Nongshim will also participate in Atoboy’s 10th anniversary event to be held at New York’s Radio Park on the 28th, where it will operate a “Shin Ramyun Snack Bar” booth. The company plans to raise brand recognition by serving Shin Ramyun and Shin Ramyun Tomba to key figures such as chefs and gourmets attending the event.

Nongshim has also joined hands with the Korean Cultural Center New York, which is under the Ministry of Culture, Sports and Tourism. Until August 22, Nongshim will operate a “Shin Ramyun Snack Bar” at an event venue on the second floor of the Center created with a Korean-style PC bang (internet café) concept.

This is the second project carried out in collaboration with the Korean Cultural Center New York. It was planned to introduce New Yorkers to Korea’s PC bang culture of enjoying games along with ramyun and snacks during the summer season.

At its booth in the venue, Nongshim will display Shin Ramyun Cup and the snack “Ppangbujang,” and hold product tasting events timed with major cultural events hosted by the Center during the period, such as film festivals and K-pop fan festivals. By showcasing the brand at the Center, a hub for the spread of K-culture in New York, the company aims to simultaneously target local consumers and Hallyu (Korean Wave) fans.

Nongshim is continuing its local marketing efforts to gain the upper hand in the U.S. market. In October last year, it ran outdoor advertising and a large-scale experience booth in New York’s Times Square. In December of the same year, it opened the fourth global “Shin Ramyun Snack Bar” at Terminal 1 of New York’s JFK Airport, the largest gateway in the United States with an annual traffic of 62 million people.

A Nongshim official said, “Through continuous local marketing and expanding consumer touchpoints, we will communicate the value of Shin Ramyun in the global market, including the United States, and strengthen our competitiveness as a leading K-food brand.”

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