Nongshim to promote Shin Ramyun at K-culture festivals across India

Nongshim announced Thursday it will take part in the HYBE INDIA Pop-Up Park, a K-culture festival opening in four Indian cities starting in mid-September.

The HYBE INDIA Pop-Up Park is part of Hybe's local audition project in India, bringing together K-pop fandom activities, creative experiences and brand partnership programs under one roof. The festival will run across Chennai, Kolkata, Chandigarh and Kochi, where Nongshim will set up Shin Ramyun snack booths and offer free tastings at each venue.

Nongshim has been accelerating its push into the Indian market with Shin Ramyun at the center of its strategy. The company has been expanding its retail network — including a tie-up in May with Blinkit, India's top quick-commerce platform by market share — and its exports to India rose about 47 percent in the first half of this year compared with the same period last year.

"We will continue to expand experiential marketing that lets local consumers taste and enjoy Shin Ramyun firsthand, strengthening the brand's foundation in the Indian market," a Nongshim official said.