Enjoying 'Han River Ramen' in Tokyo, Japan… Nongshim Shares Korea's Spicy Flavor in Japan

Recently, there has been a steady stream of locals wanting to experience Korea's spicy flavor at Nongshim's offline store 'Shin Ramyeon Bunsik,' which opened in Harajuku, Tokyo.

According to the Nihon Keizai Shimbun on the 25th (local time), the Nongshim pop-up store opened on Takashita Street in Harajuku, known as a hub of fashion and pop culture, created a queue as soon as it opened on the 9th of last month.

Nongshim has established a presence in Harajuku, Japan, following its location in Machu Picchu, Peru, in April, with plans to operate Shin Ramyeon Bunsik in popular spots frequented by local youth and foreign tourists to strengthen communication with global consumers.

The store features an instant cooking machine that allows customers to boil 'Han River Ramen,' so it has garnered enthusiastic interest from both locals and tourists alike.

Inside the store, about 15 types of products are displayed, ranging from the basic Shin Ramyeon to Shin Ramyeon Tumba, allowing customers to enjoy various Nongshim ramen according to their taste.

A mother and daughter visiting the store shared their reaction in an interview with a local newspaper, saying, "I’m glad to find ramen like the one in the black bag because it's rarely sold in supermarkets, and the noodles are chewy while the spiciness keeps pulling me back for more, it’s delicious."

Additionally, the store has created an enjoyable space to experience Korean culture along with the Nongshim brand, featuring a 'photo zone' with raccoon dolls and neon signs, as well as a message board that captures the vibe of Korean eateries.

A Nongshim official stated, "The youth who visit Harajuku are accustomed to voluntarily sharing unique experiences through social media, which is expected to have a strong brand promotion effect. We are determined to cultivate Shin Ramyeon Bunsik as a global K-ramen hotspot that showcases the spiciness of Shin Ramyeon and Korean food culture in new ways."

Meanwhile, Shin Ramyeon surpassed 10 billion yen (approximately 936.67 million won) in sales in Japan for the first time in 2023, exceeding last year's figures and setting an all-time high.

Image source: Photo provided by Nongshim