Shin Ramyun
A Nongshim instant-noodle brand built around a distinctive spicy broth, chewy noodles, and broad international distribution.
Last updated August 31, 2026
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Overview
Shin Ramyun is a South Korean instant-noodle brand produced by Nongshim since October 1986. It is centered on a strongly seasoned, spicy soup base and a relatively thick, chewy noodle block, and is sold in both packet and cup or bowl formats. The brand name is an English transliteration of the Korean 신라면, while the prominent 辛 character on its packaging means “spicy.” The character also connects with the surname shared by Nongshim founder Shin Choon-ho and his elder brother Shin Kyuk-ho, the founder of Lotte. Nongshim’s research and development team drew inspiration from sogogi jangguk, a Korean spicy beef-and-cabbage stew, when developing the product. Shin Ramyun quickly became a major force in the Korean instant-noodle market. Nongshim’s market share rose to 46.3 percent in 1987 after the brand’s introduction and exceeded 50 percent in 1988, while Shin Ramyun itself became a leading brand with more than one-fifth of the domestic instant-noodle market. The brand’s red-and-black visual identity and emphasis on heat helped distinguish it from milder and more traditional instant-noodle offerings. The core product generally consists of a noodle block, a powdered soup base, and dried vegetable flakes. Nongshim has extended the line through multiple formats and flavor variants. Shin Ramyun Black, introduced in 2011, adds a separate beef-based soup-stock component and ingredients such as beef slices, garlic, and shiitake mushrooms. Super Spicy, also marketed as Shin Red in some markets, uses the established noodle and vegetable components with a hotter soup base. A kimchi version was introduced in 2007, while a shrimp flavor has been sold in China and Singapore. In the United States, the range has also included Shin Gold, a chicken-flavored product, and Shin Green, featuring tofu and mushroom flavors, both introduced in 2023. The brand’s formats vary by market. In the United States, offerings have included standard packets, cup noodles, bowls, and larger bowls, with different weights and pack configurations. Japan has also carried a Mini Cup format. Production has taken place in South Korea, China, and the United States, supporting the company’s export network. By 2015, cumulative global sales were reported at 28 billion units, and the brand was exported to more than 100 countries. Shin Ramyun has also been identified as South Korea’s best-selling instant-noodle brand and has represented roughly one-quarter of the Korean instant-noodle market in descriptions of its international scale. Marketing has consistently linked Shin Ramyun with Korean identity, family eating, masculinity, memorability, and tolerance for spice. Its Korean advertising has used the slogan “Shin Ramyun can make a man cry,” while commercials have featured celebrities and athletes including Psy, Park Ji-sung, and Son Heung-min. In China, Nongshim adapted the masculine-spice positioning for local audiences and sponsored the annual Nongshim Cup baduk championship beginning in 1999. In Japan, April 10 has been promoted as Shin Ramyun Day since 2010, and a mobile tasting truck has toured the country since 2013. The brand remains active as a global packaged-food franchise, with its portfolio expanding through new flavors, formats, and locally targeted marketing.
History
Shin Ramyun was created by Nongshim and introduced in October 1986. Its development was influenced by sogogi jangguk, a Korean stew combining beef, cabbage, and spicy seasoning. Rather than positioning the product as a neutral noodle base, Nongshim emphasized an assertive flavor profile and a branded soup experience. The product’s name and package design reinforced this strategy: the large 辛 character means “spicy,” while the red-and-black package made the product visually distinctive. The launch produced rapid commercial results. Nongshim’s share of South Korea’s instant-noodle market reached 46.3 percent in 1987 and passed 50 percent in 1988. Shin Ramyun subsequently became one of the defining brands in the Korean ramyeon category, with its own share described as exceeding 20 percent. Its marketing framed the product as recognizably Korean, family-friendly, hearty, and associated with masculine tolerance for heat. Television advertising frequently showed male celebrities or families eating the noodles at home, supported by short, memorable jingles. Nongshim developed the brand through variants and formats rather than relying exclusively on the original packet. A kimchi-flavored version appeared in 2007. Shin Ramyun Black followed in April 2011, adding a separate beef soup-stock component, beef pieces, garlic, and shiitake mushrooms. The variant gave the brand a richer and more premium-oriented expression. In 2014, Nongshim revised the noodle blocks across the line to create a chewier texture and refreshed the packaging. A hotter Super Spicy formulation appeared in 2019 and was also associated with the Shin Red name, extending the brand’s appeal to consumers seeking a more intense heat level. International expansion became a central part of Shin Ramyun’s identity. The product has been exported to more than 100 countries and has been produced in South Korea, China, and the United States. Market-specific formats include packets, cups, bowls, larger bowls, and a Japanese Mini Cup. China and Singapore have also carried a shrimp flavor not described as part of the standard global range. In the United States, Nongshim later added Shin Gold, with chicken flavor, and Shin Green, based on tofu and mushroom flavors, in 2023. Marketing has been adapted to local cultural settings. In South Korea, the slogan commonly translated as “Shin Ramyun can make a man cry” made the product’s heat and masculine identity central to its communications. Celebrity endorsers have included Psy and footballers Park Ji-sung and Son Heung-min. In China, Nongshim used a localized slogan about a true man being able to eat spicy food and sponsored the Nongshim Cup international baduk championship from 1999. In Japan, April 10 has been promoted as Shin Ramyun Day since 2010, with the brand described using the expression umakara, meaning spicy yet tasty. A Shin Ramyun Kitchen Car tasting truck began touring Japan in 2013 and had conducted 150 tasting sessions and traveled over 100,000 kilometers by April 2016. By 2015, cumulative worldwide sales were reported at 28 billion units. Shin Ramyun was also ranked first in South Korea’s National Brand Consumption Index from 2012 through 2016 for awareness and brand power. The brand remains an active Nongshim product family, combining a highly recognizable original product with premium, hotter, regional, and alternative-flavor extensions.
- 2023
Shin Gold and Shin Green launched in the United States
[1]The U.S. range expanded with chicken, tofu, and mushroom flavor profiles.
- 2019
Super Spicy variant introduced
[1]Nongshim launched a hotter formulation later associated with the Shin Red name.
- 2015
Cumulative sales reach 28 billion units
[1]Reported accumulated global sales reached 28 billion units.
- 2014
Noodle texture and packaging revised
[1]Nongshim adjusted the noodle blocks for a chewier texture and refreshed the package design.
- 2011
Shin Ramyun Black introduced
[1]The new variant added a beef-stock component and richer ingredients.
- 2007
Kimchi variant introduced
[1]Nongshim added a kimchi-flavored version to the Shin Ramyun family.
- 1999
Nongshim Cup sponsorship begins
[1]Nongshim began sponsoring the annual Nongshim Cup baduk championship as part of its China marketing strategy.
- 1988
Nongshim passes 50 percent market share
[1]Nongshim’s reported domestic instant-noodle market share exceeded 50 percent.
- 1987
Nongshim market share reaches 46.3 percent
[1]The company’s share of South Korea’s instant-noodle market rose to 46.3 percent after Shin Ramyun’s introduction.
- 1986
Shin Ramyun launched
[1]Nongshim introduced Shin Ramyun in October, drawing inspiration from a spicy Korean beef-and-cabbage stew.
Products and positioning
A mainstream-to-premium instant-noodle brand differentiated by a pronounced spicy flavor, savory broth, chewy noodles, strong Korean cultural associations, and a wide international product portfolio.
Packet and cup instant noodles · 1986
Original Shin Ramyun
The core Shin Ramyun product combines a chewy noodle block with a spicy powdered soup base and dried vegetable flakes. It is sold in standard packets as well as cup and bowl formats, with package sizes varying by market. The original product is the foundation of the brand’s identity and is marketed around its strong heat, savory broth, and familiar Korean flavor profile.
Premium instant noodles · 2011
Shin Ramyun Black
Introduced in 2011, Shin Ramyun Black builds on the original spicy noodle with an additional beef soup-stock packet. It also includes ingredients such as beef slices, garlic, and shiitake mushrooms, producing a deeper and more intensely savory broth. Packet and cup or bowl versions have been sold, including distinct U.S. formats.
Flavored instant noodles · 2007
Shin Ramyun Kimchi
The kimchi-flavored line extension, introduced in 2007, applies the Shin Ramyun format to a flavor profile associated with Korea’s fermented cabbage dish. It broadened the brand beyond the original broth while retaining the product family’s spicy positioning.
Extra-spicy instant noodles · 2019
Shin Red / Super Spicy
This extra-hot extension uses the established Shin Ramyun noodle blocks and vegetable packet but substitutes a more intense soup base. It was introduced in late 2019 in standard packet and smaller cup formats and is associated with the Shin Red name in some markets.
Regional flavor variant
Shin Ramyun Shrimp
A shrimp-flavored version has been available in China and Singapore. It represents a regionally targeted adaptation of the Shin Ramyun platform rather than a universally distributed core flavor.
Flavored instant noodles · 2023
Shin Gold
Introduced in the United States in 2023, Shin Gold extends the brand into a chicken-flavored profile while retaining the broader Shin Ramyun product architecture and instant-noodle format.
Vegetable-oriented instant noodles · 2023
Shin Green
Launched in the United States in 2023, Shin Green uses tofu and mushroom flavor cues. It gives the international range a less conventional alternative to the original beef-associated spicy profile.
Marketing campaigns
- 2013Shin Ramyun Kitchen Car
Japan
A mobile food truck traveled around Japan offering consumers opportunities to taste Shin Ramyun. By April 2016, it had conducted 150 tasting sessions and traveled more than 100,000 kilometers.
Outcome. The program provided sustained experiential sampling and local-market awareness building.
- 2010Shin Ramyun Day
Japan
Nongshim designated April 10 as Shin Ramyun Day in Japan, using a Japanese wordplay association with “hot” and the date’s pronunciation.
Outcome. The date became a recurring promotional occasion for the Japanese market.
- 1999Nongshim Cup baduk championship sponsorship
China
Nongshim began supporting the annual Nongshim Cup baduk championship, using the historical importance and popularity of go in China to build cultural association and brand visibility.
Outcome. The sponsorship became a recurring China-facing marketing platform.
- Celebrity and family television advertising
South Korea
Nongshim’s Korean advertising has emphasized family eating, Korean identity, folksiness, and the brand’s ability to deliver intense spice. Campaigns have used celebrities including Psy, Park Ji-sung, and Son Heung-min, along with recurring jingles.
Outcome. The advertising helped maintain high brand awareness and a strongly recognizable cultural position.
Brand decisions
2023
U.S. portfolio expanded with Shin Gold and Shin GreenProduct launchBackground
Nongshim continued to broaden the U.S. range beyond the original spicy beef-associated profile.
Action taken
It introduced Shin Gold with chicken flavor and Shin Green with tofu and mushroom flavors.
Aftermath
The additions gave U.S. consumers more flavor choices within the Shin Ramyun brand family.
2019
Nongshim introduces an extra-spicy formulationProduct launchBackground
The brand’s established heat positioning created an opportunity for a product aimed at consumers seeking substantially stronger spice.
Action taken
Nongshim launched Super Spicy, also associated with Shin Red, with a hotter soup base in packet and cup formats.
Aftermath
The variant expanded Shin Ramyun’s range toward higher-intensity spice occasions.
2014
Nongshim revises the noodle block and packagingGeneration changeBackground
Nongshim adjusted the physical eating experience and presentation of its noodle line.
Action taken
The company revised the noodle blocks for a chewier consistency and introduced refreshed external packaging.
Aftermath
The updated texture and appearance became part of the continuing product specification.
2011
Nongshim launches Shin Ramyun BlackProduct launchBackground
Nongshim sought to extend the established Shin Ramyun platform with a richer and more premium product.
Action taken
It added a separate beef soup-stock component and ingredients including beef slices, garlic, and shiitake mushrooms.
Aftermath
The product became a major extension of the Shin Ramyun portfolio and was sold in packet and cup or bowl formats.
Recent events
Nongshim announces instant noodle price increases[2]
Reported:
Nongshim announced plans to raise prices for its flagship instant noodles by an average of 6.8 percent starting in mid-August. The article says Shin Ramyun's price would rise by 7.6 percent, with increases also planned for Ansungtangmyun and Yukgaejang.
Sources2 sources
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