Retail expansion targets northeast India, where spicy food culture runs deep
![Local consumers line up to sample Shin Ramyun at a Nongshim food truck event in Guwahati, a city in northeastern India. [Nongshim]](https://wimg.heraldcorp.com/news/cms/2026/11/06/news-p.v1.20261106.2d09431b81274339961fbdc88deb0240_P1.jpg)
Nongshim announced Friday it will operate a mobile Shin Ramyun food truck across India for about three weeks, targeting the country's 1.4 billion-person market.
The food truck has been making its way through 20 locations across four cities in northeastern India — Guwahati, Shillong, Aizawl and Agartala — from Oct. 30 through Nov. 22, visiting university campuses and key residential and commercial districts. At each stop, staff prepare and serve samples of Shin Ramyun and Shin Ramyun Toomba using instant ramyun cookers.
To convert tastings into purchases, Nongshim is pairing the events with on-site sales and discount promotions at nearby retail stores. The company is also stepping up online outreach through SNS events and content produced in collaboration with local influencers.
Northeastern India, the tour's primary focus, has a strong preference for spicy food, a well-developed noodle culture and high receptiveness to Korean pop culture. Nongshim said it designed the experiential marketing campaign in line with its ongoing retail expansion in the region.
"We will continue to broaden the Shin Ramyun brand's presence in India through tailored marketing that takes into account the food culture of each region," a Nongshim official said.
spa@heraldcorp.com
