- Nongshim launched its second global Shin Ramyun campaign, "Spicy Happiness," starring K-pop quartet aespa.
- The campaign rolls out 15 video spots across 14 international markets in North America, Europe, and Asia.
- This release builds on the group's November 2025 debut as the brand's first global ambassadors, which garnered over 270 million views.
- The promotion coincides with aespa's 2026 world tour and landmark performance at Lollapalooza Chicago.
South Korean food company Nongshim has debuted the second phase of its global Shin Ramyun campaign starring K-pop girl group aespa. Rolling out across 14 international markets, the “Spicy Happiness” campaign shifts from high-energy stage visuals to everyday lifestyle moments.
The main omnibus commercial follows members Karina, Winter, Giselle, and Ningning enjoying spicy noodles while cooking, traveling, and sharing meals together.
aespa originally joined Nongshim in November 2025 as the instant noodle line’s first-ever global ambassadors, remaking “Spice Up Your Life” and generating over 270 million views worldwide.
Nongshim has a storied history of pairing Shin Ramyun and its broader noodle lineup with major South Korean icons, having previously featured soccer stars Son Heung-min and Park Ji-sung, recording artist Psy, and award-winning actor Song Kang-ho for Shin Ramyun, as well as singer-actress IU across its noodle campaigns.
This latest follow-up project expands the partnership with one main commercial and 14 digital shorts featuring member interviews and personalized recipe ideas.
aespa continues a strong run of career milestones. The group earned Group of the Year at Billboard Women in Music 2025 and made their festival debut at Lollapalooza Chicago ahead of their SYNK: COMPLæXITY world tour.
Beyond their noodle ads, the quartet recently headlined the aespa PUBG MOBILE global gaming campaign.
The members have also secured major individual endorsements across the fashion and beauty sectors, with Karina joining Converse as newest global face and Ningning starring in Gucci Beauty and the bag global campaign.
Takeaways
Nongshim’s transition from high-concept stage visuals to relatable, everyday scenarios reflects a smart evolution in global food marketing. Instead of treating Shin Ramyun strictly as a fast-convenience item, the campaign frames the product as an everyday comfort meal shared among friends.
By releasing 14 dedicated digital shorts on social platforms, Nongshim connects directly with Gen Z and international audiences who consume short-form video.
Partnering with aespa during a high-profile world tour and festival run allows the brand to seamlessly merge K-pop fandom with global consumer lifestyle trends.
How does showing top pop stars in ordinary daily routines influence how overseas consumers view Korean food culture? Will multi-clip short-form video releases become the preferred advertising model over single television commercials for food brands?
