Nongshim to promote Shin Ramyun at K-culture festivals in 4 Indian cities

Nongshim will promote Shin Ramyun at HYBE INDIA Pop-Up Park K-culture festivals in four Indian cities this month. The instant noodle maker will run a Shin Ramyun Bunsik booth in Chennai, Kolkata, Chandigarh and Kochi starting in mid-September. It plans free tastings, games and giveaways to reach young festivalgoers and turn K-pop interest into direct exposure to Korean food.

The festival is organized by HYBE as part of an audition project it is running in India.

Nongshim said the first round of HYBE INDIA Pop-Up Park events was held in six cities earlier this year.

Nongshim signed a distribution partnership with Blinkit, India’s leading quick-commerce platform, in May.

The company said its exports to India rose about 47 percent in the first half of the year from a year earlier.

Published Sep 3, 2026 12:32 pm KST

The Nongshim booth during the HYBE INDIA Pop-Up Park events in India / Courtesy of Nongshim

Nongshim will introduce Shin Ramyun instant noodles to young Indian consumers at K-culture festivals in four cities this month, the company said, as it expands its outreach beyond product sales into hands-on brand experiences.

The instant noodle maker will run a "Shin Ramyun Bunsik" booth — "bunsik" referring to Korean snack foods — at HYBE INDIA Pop-Up Park events starting in mid-September in Chennai, Kolkata, Chandigarh and Kochi.

The festival is organized by HYBE, the Korean entertainment agency behind BTS, as part of an audition project it is running in India, and combines K-pop fan activities, creative experiences and brand promotions in one venue.

At each stop, Nongshim will offer free tastings of Shin Ramyun noodles alongside games and giveaways aimed at drawing in young festivalgoers who are already engaged with K-pop and Korean culture. The company said it hopes to convert that cultural interest into direct exposure to Korean food, reinforcing Shin Ramyun's position as a global brand associated with Korea's food culture.

The push follows a first round of HYBE INDIA Pop-Up Park events in six cities earlier this year, where Nongshim also ran tastings and saw attendees share the experience on social media.

Nongshim has been building momentum in India this year, including a distribution partnership with Blinkit, the country's leading quick-commerce platform, signed in May. Its exports to India rose about 47 percent in the first half of the year from a year earlier.

"We joined this event to connect the interest in Korean culture built through K-pop with a direct experience of Shin Ramyun, a leading K-food," a Nongshim official said.

"We will keep expanding experiential marketing so local consumers can taste and enjoy Shin Ramyun firsthand, strengthening its brand presence in the Indian market."

This article was published with the assistance of generative AI and edited by The Korea Times.

农心将于本月在印度四个城市的HYBE INDIA Pop-Up Park韩流文化节上推广辛拉面。这家方便面制造商将于9月中旬在钦奈、加尔各答、昌迪加尔和科钦设立辛拉面分店展位。他们计划通过免费试吃、游戏和赠品来吸引年轻的节日参与者，并将他们对韩流的兴趣转化为对韩国美食的直接了解。

该电影节由HYBE组织，是其在印度开展的选拔项目的一部分。

农心表示，第一轮 HYBE INDIA 快闪公园活动于今年早些时候在六个城市举行。

农心于 5 月与印度领先的快速商务平台 Blinkit 签署了分销合作协议。

该公司表示，今年上半年对印度的出口额比上年同期增长了约 47%。

发布于2026年9月3日下午12:32（韩国标准时间）

农心在印度HYBE INDIA快闪公园活动中的展位 / 图片由农心提供

农心公司表示，本月将在四个城市的韩国文化节上向印度年轻消费者推出辛拉面方便面，此举旨在将业务拓展到产品销售之外，让消费者亲身体验品牌魅力。

这家方便面制造商将在 9 月中旬开始在钦奈、加尔各答、昌迪加尔和科钦举办的 HYBE INDIA 快闪公园活动中设立“辛拉面零食”展位——“零食”指的是韩国零食。

该音乐节由韩国娱乐公司 HYBE（BTS 的母公司）组织，是其在印度开展的选秀项目的一部分，将 K-pop 粉丝活动、创意体验和品牌推广活动结合在一个场地内。

农心将在每站活动中提供免费的辛拉面试吃，并举办游戏和赠送礼品，旨在吸引那些已经关注K-pop和韩国文化的年轻音乐节参与者。该公司表示，希望将这种文化兴趣转化为对韩国美食的直接体验，从而巩固辛拉面作为与韩国饮食文化紧密相关的全球品牌的地位。

此前，农心在今年早些时候于六个城市举办了第一轮 HYBE INDIA 快闪公园活动，并在活动中进行了试吃，参与者在社交媒体上分享了他们的体验。

今年以来，农心在印度的发展势头强劲，包括5月份与印度领先的电商平台Blinkit签署了分销合作协议。今年上半年，农心对印度的出口额同比增长约47%。

农心公司的一位官员表示：“我们参加此次活动是为了将通过 K-pop 培养起来的对韩国文化的兴趣与直接体验韩国领先美食辛拉面联系起来。”

“我们将继续扩大体验式营销，让当地消费者能够亲身品尝和享受辛拉面，从而加强其在印度市场的品牌影响力。”

本文由生成式人工智能协助发布，并由《韩国时报》编辑。