Nongshim Accelerates Japanese Market Offensive for Shin Ramyun's 40th Anniversary

Nongshim is making significant strides in the Japanese market, a country renowned as the birthplace of ramen, with its sights set on achieving 40 billion yen in sales by 2030. This ambitious goal aligns with the 40th anniversary of its flagship product, Shin Ramyun. The company's success in Japan is particularly noteworthy, as it has effectively carved out and dominated a niche for spicy instant noodles in a market traditionally focused on milder flavors like miso and shoyu. This strategic expansion is detailed in a report by Dong-A Ilbo, highlighting Nongshim's innovative approach and consistent growth.

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Spicy but delicious. It's addictive the more you eat it.

The company's strategy in Japan has been characterized by a commitment to maintaining the authentic, bold flavor profile of Shin Ramyun, resisting pressure to dilute its spiciness for the local palate. This 'unchanged taste' strategy, as described by Kim Dae-ha, head of Nongshim Japan, has gradually won over Japanese consumers. Initially hesitant, customers have become accustomed to the spicy kick, leading to repeat purchases and a strong brand presence. Currently, Shin Ramyun accounts for approximately 75-80% of Nongshim's sales in Japan, demonstrating its immense popularity. The company's revenue in Japan has seen remarkable growth, soaring from 7.1 billion yen in 2019 to 20.9 billion yen in 2025, far exceeding the industry average growth rate.

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It's much spicier than Japanese ramen, but once you start eating it, you can't stop thinking about it.

Building on the phenomenal success of Shin Ramyun, Nongshim is now focusing on expanding its product portfolio in Japan by promoting 'Neoguri' ramen as its next flagship offering. This strategic move aims to replicate the success of Shin Ramyun and further solidify Nongshim's position in the Japanese market. The company is actively engaging consumers through various promotional activities, including pop-up stores and collaborations, such as the "Neoguri's Ramen Shop" at the Korea Expo Tokyo 2026 and promotions at theme parks like Fuji-Q Highland. This multi-pronged approach, combining product diversification with targeted marketing, underscores Nongshim's long-term commitment to Japan and its confidence in the growing demand for Korean flavors.

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I learned about Shin Ramyun Bunshik through TikTok and came to visit.