Nongshim is bringing the story of Shin Ramyun to New York as the iconic Korean instant noodle brand celebrates its 40th anniversary. Through an exhibition and a series of food experiences, the company aims to showcase its global brand power and introduce more local consumers to the creativity of Korean food culture.
The Korean food giant will participate in KOOM Week 2026, a Korean entrepreneurship and cultural event held in Manhattan’s Flatiron District. Returning for the second consecutive year, Nongshim will operate a dedicated Shin Ramyun exhibition space from October 14 to 18.
Shin Ramyun: 40 Years of Korean Ramen History
The Nongshim exhibition will highlight Shin Ramyun’s journey, its growth in international markets, and the innovation behind its global success.
First launched in 1986, Shin Ramyun has become one of the most recognizable Korean instant noodle brands worldwide. Today, the product is sold in more than 100 countries, helping introduce the bold, spicy flavors of Korean ramen to consumers around the globe.
Through the exhibition, Nongshim plans to share its experiences in building an internationally recognized brand, offering entrepreneurs and investors insights into the challenges, innovation, and ambition behind its global expansion.
Shin Ramyun Meets New York’s Food Scene
Nongshim is also taking K-food beyond the exhibition hall with a special food truck collaboration.
Operating on 23rd Street outside the event venue, the food truck will feature creative menu items developed with New York food brand Everydaily. The lineup includes:
- Shin Ramyun Tonkatsu Burger – a creative fusion of Korean ramen branding and a classic comfort-food favorite.
- Jjapagetti Tteokbokki – Korean rice cakes combined with the savory black bean flavor of Jjapagetti noodles.
- Shin Ramyun Toomba Tteokbokki – a fusion dish combining the spicy flavor of Shin Ramyun Toomba with chewy Korean rice cakes.
By blending familiar Korean instant noodle products with local food trends, Nongshim hopes to give New Yorkers a fresh perspective on how Korean ramen can be enjoyed beyond the traditional bowl.
The initiative combines brand storytelling with hands-on food experiences, allowing visitors to explore both the history of Shin Ramyun and its versatility in contemporary fusion cuisine.
KOOM Week 2026 Connects Korean Brands With Global Audiences
KOOM Week 2026 runs from October 12 to 18 across Manhattan, featuring pop-up exhibitions, Investor Day, K-pop performances, and other programs showcasing Korean startups, brands, and cultural content.
The event is organized by United Korean Founders (UKF), a nonprofit network of Korean entrepreneurs and investors. Its goal is to connect Korean businesses and cultural creators with international consumers and the global investment community.
BuildBlock, an official UKF partner, is responsible for the design and construction of participating company booths, including the Nongshim exhibition.
Last year’s KOOM event, held in Brooklyn, attracted approximately 13,000 visitors, demonstrating growing interest in Korean entrepreneurship and culture.
KOREA FBI Editor’s Comment
Shin Ramyun is more than just instant noodles. For many international fans of Korean culture, it is one of the easiest and most affordable ways to experience a little taste of Korea.
What makes this anniversary campaign interesting is that Nongshim isn’t simply telling people about its 40-year history. It is also showing how Korean ramen can fit into different food cultures, from burgers to tteokbokki.
And honestly, that’s part of the fun of K-food. You can enjoy a classic bowl of spicy Shin Ramyun, or try something completely different with the same familiar flavor.
With Korean food continuing to attract attention worldwide, Nongshim’s New York campaign is another example of how a familiar Korean product can become a global cultural experience.
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