Nongshim Recruits aespa for Global Spicy Happiness Campaign
Moving from stadium stages to kitchen counters, K-pop sensation aespa is anchoring the second phase of Nongshim’s global Shin Ramyun campaign. Starting August 20, the food giant is rolling out a 15-part video series across 14 countries, repositioning its signature spicy noodles as a staple of everyday life.
The campaign shifts focus from the high-energy performances of last year’s debut collaboration toward relatable, domestic scenarios. Through an omnibus-style format, members Karina, Winter, Giselle, and Ningning are shown cooking, shopping, and traveling with the product. The narrative culminates in a playful exchange where the group defines happiness simply as "SHIN," reinforcing the brand’s "Spicy Happiness" slogan.
Nongshim is supporting the main feature with 14 digital shorts tailored for international markets in North America, Asia, and Europe. These clips explore personal preferences, such as individual topping choices and specific cravings, to foster a more intimate connection with global consumers. The strategy aims to cement the brand’s presence as a versatile food icon rather than just a specialty product. This push follows a successful initial run last November that garnered 270 million views, leveraging the group's massive international momentum following their 2026 Lollapalooza appearance and recent world tour.
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