"No Noodle Slurping"... aespa's Shin Ramyun Commercial Surpasses 100 Million Views in One Month

The Nongshim Shin Ramyun commercial featuring the girl group aespa surpassed 100 million views on YouTube within just one month of its release.

It is being praised for succeeding with a completely different approach from previous ramen commercials.

Karina revealed in the 'Shin Ramyun Behind' video that when a staff member asked, "You usually don't slurp noodles, right?" she answered, "I don't slurp because I dislike splashing on my face." Previously, Karina's candid statement, "I dislike slurping noodles," had also become a hot topic. Official aespa YouTube

How impressive is this record?

As of December 26, the cumulative view count has reached 144 million.

Released on November 19 → Achieved in about one month

This is the highest record ever for a Shin Ramyun commercial produced by Nongshim.

Why was it so successful?

aespa's Shin Ramyun commercial has surpassed 144 million cumulative views on YouTube. Screenshot of Shin Ramyun commercial

aespa, serving as the global ambassador for Shin Ramyun. Provided by Nongshim.

The decisive factor was the combination of brand power and the K-pop fandom.

Shin Ramyun: No. 1 ramen brand in Korea since 1991, with nearly 40 years of brand history

aespa: A global K-pop group with fans across North America, Europe, and Asia

This was the first time Shin Ramyun appointed a global ambassador, aiming to target the global market.

What was different?

Instead of a product explanation, it was produced in a music video format.

The music used was a reinterpretation of a 1990s Spice Girls hit song.

The 'Shin Ramyun Dance,' which turns opening the ramen packet and pouring water into choreography, became a hot topic.

Was the overseas response also enthusiastic?

The commercial was broadcast mainly in major export markets such as the United States, China, Japan, Europe, and Southeast Asia.

Short videos spread rapidly through Shorts and social media.

→ Some analysts believe the actual exposure is even greater than the reported numbers.

Was it more than just a commercial?

aespa is filming a commercial for Shin Ramyun. aespa YouTube

Nongshim also implemented a strategy of launching goods-type products.

'Shin Ramyun aespa Special Package' was released.

Short videos mentioning aespa and Shin Ramyun. YouTube.

It started in China and expanded to Korea, Australia, and other countries.

Each member had a unique design, and photo cards were included, directly targeting fandom consumption.

Why is this case important?

Industry experts see this achievement as a sign that Nongshim's IP collaboration marketing is starting to gain real traction.

Previously, there was a collaboration with the Netflix animation K-Pop Demon Hunters.

On August 31, K-Pop Demon Hunters products, a collaboration between Nongshim and Netflix, were displayed at the GS25 convenience store in Terminal 2 of Incheon International Airport. Photo by Yonhap News Agency

Nongshim is strengthening its strategy to connect commercials, products, packaging, and content.

A word from Nongshim

"Shin Ramyun is now being consumed not just as food, but as cultural content.

We plan to continue collaborations that connect with our global fan base in the future."

One-line summary

By perfectly blending K-pop into a ramen commercial, the world went wild!

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Kim Inwook kiminuki@asiae.co.kr
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Kim Eunha galaxy656574@asiae.co.kr

"No Noodle Slurping"... aespa's Shin Ramyun Commercial Surpasses 100 Million Views in One Month

"No Noodle Slurping"... aespa's Shin Ramyun Commercial Surpasses 100 Million Views in One Month

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