Nongshim taps Netflix hit 'KPop Demon Hunters' to rival Samyang

Nongshims Shin Ramyun cup noodles featuring characters from Netflix animation KPop Demon Hunters Courtesy of Nongshim — Nongshim's Shin Ramyun cup noodles featuring characters from Netflix animation KPop Demon Hunters/ Courtesy of Nongshim

SEOUL, September 4 (AJP) - Nongshim, South Korea’s largest instant noodle maker, has teamed up with the hit Netflix animation "KPop Demon Hunters" in a bid to challenge Samyang Foods, whose fiery Buldak noodles have become a global social media sensation.

The collaboration places characters from the series on packaging for Nongshim’s flagship Shin Ramyun and Shrimp Crackers.

The show, which has been streamed more than 260 million times worldwide, prominently depicts cup noodles resembling Nongshim products — a link the company seized on to create what it calls a “natural synergy.”

Nongshim also released special edition Shin Ramyun cups featuring designs seen in the series, with three versions highlighting the protagonists Rumi, Mira and Zoey.

The move underscores intensifying competition in the $50 billion global instant noodle market, where Samyang has built a cult following with its hyper-spicy Buldak line, propelled by online “fire noodle” challenges and celebrity endorsements.

Analysts see Nongshim’s foray into entertainment tie-ins as a creative counteroffensive aimed at younger consumers.

The strategy comes as the company faces sluggish earnings. In the second quarter, Nongshim reported consolidated revenue of 867.7 billion won, a modest 0.8 percent increase, while operating profit slipped 8.1 percent to 40.2 billion won.

“We expect recovery in North American operations in the second half, with price increases of about 10 percent implemented in July having a positive impact on third-quarter results,” said Shim Eun-joo, an analyst at Hana Securities.

Investors appear encouraged by the brand’s pop culture play. Since the partnership was announced on Aug. 20, Nongshim shares have surged about 19 percent.

Captured footage of Netflix animation KPop Demon Hunters showing cup noodles with similar logos of Nongshim Courtesy of Netflix — Captured image of Netflix animation "KPop Demon Hunters" showing cup noodles/ Courtesy of Netflix

Kim Dong-young davekim0807@ajupress.com