Nongshim to promote Shin Ramyun at K-culture festivals in 4 Indian cities

Nongshim will introduce Shin Ramyun instant noodles to young Indian consumers at K-culture festivals in four cities this month, the company said, as it expands its outreach beyond product sales into hands-on brand experiences. The instant noodle maker will run a "Shin Ramyun Bunsik" booth — "bunsik" referring to Korean snack foods — at HYBE INDIA Pop-Up Park events starting in mid-September in Chennai, Kolkata, Chandigarh and Kochi. The festival is organized by HYBE, the Korean entertainment agency behind BTS, as part of an audition project it is running in India, and combines K-pop fan activities, creative experiences and brand promotions in one venue. At each stop, Nongshim will offer free tastings of Shin Ramyun noodles alongside games and giveaways aimed at drawing in young festivalgoers who are already engaged with K-pop and Korean culture. The company said it hopes to convert that cultural interest into direct exposure to Korean food, reinforcing Shin Ramyun's position as a global brand associated with Korea's food culture. The push follows a first round of HYBE INDIA Pop-Up Pa