Photo courtesy of Nongshim

Nongshim's new product, "Shin Ramyun Toombah," is gaining popularity among the MZ generation (born between the early 1980s and early 2010s) and is selling like hotcakes. According to the retail industry, the "Shin Ramyun Toombah Cup" launched in September surpassed 3 million units sold in just 24 days. Nongshim explained that it is recording the highest sales among Nongshim cup noodles, particularly in the convenience store channel.

Buoyed by the success of the cup noodle, the "Shin Ramyun Toombah" pouch version, which was released this month, has also proven its popularity by selling over 1 million units in its first week. With photos of the dish featuring various added toppings spreading across social media, online mentions of "Shin Ramyun Toombah" have increased by approximately 40%.

Shin Ramyun Toombah is a product designed to easily enjoy the "Shin Ramyun Toombah" recipe, a "modisumer" (a consumer who recreates products in their own way) trend that involves adding milk, cheese, shrimp, and bacon to Shin Ramyun. The Shin Ramyun Toombah pouch version captures the delicious spicy taste of Shin Ramyun in a liquid soup base, while the creamy and savory flavors of heavy cream and cheese are packed into a powdered soup, achieving a harmonious flavor profile. The cooking time has also been reduced to 3 minutes, two-thirds of the original Shin Ramyun, making it even easier to prepare.

Nongshim has decided to embark on full-scale global marketing following the launch of the Shin Ramyun "Toombah Pouch." A Nongshim official explained, "Starting at the end of the year, we plan to launch Shin Ramyun Toombah through major retail channels in key countries while balancing production at overseas factories and domestic exports," adding, "We intend to actively target both domestic and international consumers with Shin Ramyun Toombah at the forefront."

Article source: ©Seoul Economic Daily

These are English translations of articles from our GTTOUR Japanese website.