aespa Takes Shin Ramyun From Stage to Grocery Aisle in New Ads

The first campaign treated aespa as performers. The second treats them as consumers. That shift matters for Nongshim because Shin Ramyun's growth outside Korea depends on normalizing a product that many Western shoppers still see as a shelf-stable oddity. Putting it in a shopping basket, next to a stove, or on a vacation table sends a different signal than putting it in a music video.

The campaign rolls out first in North America, Asia and Europe, where Nongshim already has distribution operations, then expands. The company did not disclose spending on the campaign or sales targets but noted aespa's reach. The group has seven consecutive million-selling albums, multiple No. 1s on Billboard's Top Album Sales chart, and was named Group of the Year at Billboard Women in Music 2025. In August they made their Lollapalooza debut in Chicago and started a world tour that runs through 2027.

"We hope fans around the world can find their own moments of 'Spicy Happiness' with Shin Ramyun too," aespa said in a statement.

A Nongshim representative said the second campaign "shows global consumers, through aespa, how Shin Ramyun fits naturally into everyday life." The company will continue pushing the "Spicy Happiness In Noodles" slogan through the partnership.

The 270 million views from the first campaign set a high bar. Nongshim is not trying to exceed it – the company is trying to convert those views into purchases by showing a more relatable version of the same spokespeople. Whether the grocery-aisle frame works better than the concert-stage frame depends on whether the audience sees Shin Ramyun as a product or as a prop. Nongshim is betting the answer shifts once the noodles appear in a shopping cart.