Nongshim Launches 'Shin Ramyun Tom Yum' with Thai Chef Jeppai
Shin Ramyun's First Global Collaboration Product... Sold Only in Thailand
Nongshim announced on the 22nd that it will release two products, ‘Shin Ramyun Tom Yum (TOMYUM)’ and ‘Shin Ramyun Stir-fried Noodles Tom Yum (TOMYUM),’ on the 23rd as the first global collaboration product of Shin Ramyun with Thailand’s famous chef Jay Fai. These products combine the taste of Tom Yum, a representative Thai soup dish, with Shin Ramyun, featuring a unique harmony of Shin Ramyun’s delicious spiciness and Tom Yum’s distinctive tangy flavor. Both products will be sold exclusively in Thailand.
Chef Jay Fai, who collaborated with Nongshim, gained attention when her street restaurant in Bangkok, named after herself, received a Michelin 1-star rating in 2018. She also gained worldwide fame after appearing in the Bangkok episode of the 2019 Netflix series ‘Chef’s Table.’
Nongshim focused on developing a product where Jay Fai’s Tom Yum flavor harmonizes well with Shin Ramyun, creating a sophisticated taste. Researchers visited Jay Fai’s restaurant to taste and learn the know-how of creating the flavor, then returned to Korea to develop the product. Subsequently, Chef Jay Fai was invited to the Korean headquarters, and through tastings and adjustments, the final recipe was completed.
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Nongshim plans to expand its presence in the Thai market with Shin Ramyun Tom Yum. The Thai ramen market is worth approximately 700 billion KRW, with low-priced products occupying most of the market share. Nongshim aims to open the premium ramen market in Thailand by adding the know-how and recognition of a Michelin 1-star chef to Shin Ramyun’s sophisticated brand image.
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