Nongshim’s Secret to Success: Strengthening Shin Ramyeon’s Brand at Asia’s Top Culinary Event

Nongshim returned to Asia’s most prestigious culinary event for a third straight year to double down on the Shin Ramyun brand. The move is aimed at deepening ties with the global fine-dining community and pushing ramen into new culinary territory.

On March 26, Nongshim announced it was an official partner of “Asia’s 50 Best Restaurants,” held in Hong Kong from March 23–25, where it promoted Shin Ramyun to chefs and food lovers from around the world.

Often billed as the culinary world’s Academy Awards, Asia’s 50 Best Restaurants relies on roughly 300 chefs, critics and food experts to rank the continent’s top 50 restaurants. Nongshim has participated three years running since 2024, using the platform to raise Shin Ramyun’s profile in the international gourmet scene.

At the March 25 awards ceremony, Nongshim presented the special prize, “Best Restaurant in Korea sponsored by Nongshim Shinramyun,” to Mingles, the restaurant led by Chef Kang Min-gu.

Mingles finished fourth overall—the highest placing for any Korean restaurant—earning recognition for elevating Korea’s culinary standing on the international stage. Nongshim created the award to honor that achievement.

In addition to presenting the special award, Nongshim ran a dedicated Shin Ramyun booth and hosted a series of promotional activities. Attendees sampled the flagship Shin Ramyun and the soft-yet-spicy Shin Ramyun Tumba, and engaged with the brand through a lucky-draw event.

Nongshim also showcased creative Shin Ramyun dishes during a “Signature Session,” which pairs top Asian chefs for collaborative demonstrations. The company teamed up with David Lai of Hong Kong’s Michelin-star Neighborhood and Chef Kang Byung-wook, known for his appearances on the show ‘Black & White Chef,’ to debut inventive Shin Ramyun–based creations.

David Lai, a familiar face in Hong Kong and China, paired Shin Ramyun with tomato and beef broth to craft a Hong Kong street-food–inspired bowl that earned rave reactions from Signature Session attendees.

A Nongshim representative said, “By participating in Asia’s top culinary event for a third consecutive year, we’re highlighting Shin Ramyun’s premium value as Korea’s leading ramen brand. We will continue engaging with the global culinary community to share Shin Ramyun’s diverse appeal and quality with consumers around the world.”