Korean food giant Nongshim has announced a global partnership with Netflix, building on the worldwide success of the animated series K-Pop Demon Hunters. The collaboration blends pop culture with food marketing, aiming to engage fans through both on-screen storytelling and real-world products.
As part of the launch, Nongshim will roll out limited-edition packaging featuring characters from the show—Lumi, Mira, Joy, SAJA BOYS, and DERPY the tiger—across its flagship products including Shin Ramyun, saewookkang (“shrimp crisp”), and a new Shin Ramyun Tumba all-purpose sauce, set to debut at the end of August. The campaign will span Korea, North America, Europe, Oceania, and Southeast Asia, reflecting Nongshim’s global ambitions.
The collaboration extends beyond visuals. Fans will be able to purchase ramen products inspired by the bowls enjoyed by the characters in the series, supported by a wave of digital campaigns, social media activations, and offline pop-up events. This marketing strategy taps into the growing influence of K-culture, using the popularity of K-pop and Korean food to broaden Nongshim’s international footprint.
Since its premiere on Netflix in June, K-Pop Demon Hunters has gained a devoted following for its fusion of fantasy storytelling and authentic references to Korean culture. Fans were quick to point out similarities between the show’s ramen and Nongshim’s real-world products, noting the resemblance between the fictional “Shin (神) ramen” and Nongshim’s iconic “Shin (辛) Ramyun,” as well as parallels with the company’s shrimp snacks.
The campaign aligns with Nongshim’s international brand positioning. In July 2024, the company introduced the global slogan “Spicy happiness in noodles”, emphasizing the emotional connection and culinary satisfaction delivered by its products. A Nongshim spokesperson explained: “This collaboration was made possible by consumers who voluntarily discovered Nongshim through K-Pop Demon Hunters and shared their enthusiasm. Just as the series introduced K-culture to the world, Nongshim will continue to showcase the taste and value of K-ramen and K-snacks globally.”
Nongshim’s initiative is part of a broader wave of consumer brands leveraging the K-pop boom. M&M’S recently appointed girl group ILLIT as its Asia ambassadors, while Snickers partnered with SEVENTEEN’s Mingyu for a regional activation in Kuala Lumpur. Instant noodle rival Indomie has also tapped K-pop stars NewJeans for its worldwide “Oh my good! It’s Indomie” campaign, highlighting how K-pop’s global reach is transforming food marketing.
By linking its flagship products to K-Pop Demon Hunters, Nongshim reinforces its role not only as Korea’s leading snack and noodle brand but also as a cultural ambassador, riding the momentum of K-culture to reach new generations of consumers worldwide.
