Nongshim is introducing the tastes of Korea’s instant noodles to Japan’s style-savvy youth, collaborating with fashion platform Musinsa for a 17-day pop-up event in Osaka that combines Korean cuisine with fashion and beauty.
The Korean food company is running a Shin Ramyun brand booth at the Musinsa Osaka Pop-up Store 2026 located at VS in Umeda until Nov. 8.
The partnership seeks to showcase Korean food culture to Japanese shoppers interested in Korean fashion through interactive experiences, with Umeda being a bustling commercial area popular among young consumers and foreign visitors.
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At the booth, guests can taste freshly made Shin Ramyun Tomba, utilizing an instant noodle cooker inspired by machines common near Korea’s Han River, where noodles are prepared on location.
Visitors who engage with Nongshim Japan’s official Instagram account can sample the dish, and those who fill out a survey post-tasting can get Shin Ramyun Rose, along with extra branded items accessible via a prize draw.
Nongshim stated that Shin Ramyun Tomba merges spicy seasoning with a creamy taste and has become popular among Japanese consumers since its debut in Japan in April 2025. The company stated that the product was featured in Nikkei Trendy’s list of the 30 top-selling products of 2025, marking it as the first Korean instant noodle to achieve this ranking.
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Nongshim announced that cumulative sales of Shin Ramyun Tomba in Japan have hit approximately 20 million units. The representative stated that the company intends to enhance brand experiences customized to local consumer preferences and lifestyles with products such as Shin Ramyun Tomba and Shin Ramyun Rose.
The Musinsa event showcases 71 fashion and beauty brands along with roughly 3,400 products, marking the biggest product selection in the platform’s history of Japanese pop-ups, as stated by the company.
Earlier, Nongshim showcased a themed booth for its main Shin Ramyun brand at the Middle East Film & Comic Con, the largest entertainment expo in the region, the company reported. The three-day event, referred to locally as MEFCC or UAE Comic Con, took place from Sept. 11-13 at the Abu Dhabi National Exhibition Center in the UAE, attracting over 45,000 attendees interested in film, television, anime, comics, video games, and cosplay.
It came after Nongshim's participation at Gamescom in Germany last month, which is part of a larger effort to establish Shin Ramyun — a spicy instant noodle brand recognized as one of Korea's top food exports — as a worldwide lifestyle brand linked to pop culture rather than merely a grocery product.
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Nongshim's exhibit included a photo zone, a merchandise store, and a 360-degree camera section, as well as a wall showcasing its variety of Shin Ramyun items that became a favored location for guests to capture images for social media. Limited-release products, such as keychains and decals, similarly garnered significant attention. Beyond the exhibition hall, a food truck allowed guests to taste the noodles, featuring a large sculpture of a Shin Ramyun cup as a photo opportunity.