Nongshim Opens Shin Ramyun Pop-Up on the Seine

Nongshim has picked 'SHIN' as its shorthand theme for the show and plans to introduce the full Shin Ramyun brand to global buyers and everyday consumers. SIAL Paris, considered one of the world's three biggest food trade shows, is held every two years, and organizers expect around 280,000 industry professionals and visitors combined this time.

The indoor booth is built around Shin Ramyun Rose, which is making its European debut. It will feature a giant product model, promo videos and a tasting corner. Nongshim's other flagship products, including Chapagetti, Neoguri and Soon Ramyun, will sit alongside its health supplement brand Raipil, and the company will hold export meetings with overseas buyers at the same time.

The outdoor programming is the most interesting part of the plan. Trade shows have mostly allowed sampling of packaged finished products, but Nongshim says it got permission to cook on site and will set up a dedicated Shin Ramyun Tumba booth on the plaza in front of Hall 4A. One outlet described it as a first for the show. The idea is to let visitors see the noodles cooked and taste them, then carry that interest back to the new product at the indoor booth and the export meetings.

The Seine pop-up follows a 'From the Han River to the Seine' concept, transplanting the instant-ramen culture familiar from Korean convenience stores and Han River parks to central Paris. Visitors can top Shin Ramyun or Shin Ramyun Tumba with specialty ingredients from three French regions, and there's a photo zone with the Eiffel Tower in the background. CEO Cho Yong-chul said Nongshim wants to raise Shin Ramyun's profile by widening the ways consumers can meet the brand, inside and outside the show grounds and all the way to the Seine.