![Nongshim\'s Shin Ramyun brand character \'SHIN.\' [Photo = Nongshim]](https://contents-cdn.viewus.co.kr/image/2026/03/CP-2023-0070/image-39f4d89c-a3ef-4edd-b716-56aada5a5aba.jpeg)
On March 24, Nongshim unveiled its first-ever brand character, SHIN, to celebrate Shin Ramyun’s 40th anniversary.
Named after the iconic noodle, SHIN was created as part of a character-driven marketing push to better connect with global consumers. Nongshim says the mascot is designed to cut across language and cultural barriers, offering an immediate sense of warmth and familiarity to boost brand awareness and drive long-term engagement.
The character’s look echoes Shin Ramyun’s identity. Its design references the noodles and packaging, incorporates the character '辛 (the symbol for spicy)' into the eyes and accessories, and adds lively touches like a wavy hairstyle and pulse-inspired shoes for extra energy.
The brand’s personality shows up in SHIN too. The character is portrayed as friendly and fast to connect—able to make friends within Shin Ramyun’s 4 minutes and 30 seconds cooking time—and will engage people worldwide on social media to discover the best “Shin Ramyun pairings.” Because SHIN is intended for a global audience, Nongshim added a character profile section on its official site in Korean, English and Chinese.
![Animation content featuring Nongshim\'s Shin Ramyun brand character \'SHIN.\' [Photo = Capture from Nongshim\'s official YouTube page]](https://contents-cdn.viewus.co.kr/image/2026/03/CP-2023-0070/image-0aef6783-9fb9-4179-a976-cd19ea3d8830.jpeg)
Nongshim dropped a 30-second animated short on its official YouTube and Instagram that tells SHIN’s origin story. In the clip, SHIN decides not to wait on a supermarket shelf and instead heads to the airport to spread “spicy happiness” across the globe. Viewers who watch and complete a quiz will be entered into a drawing to win SHIN passport cases.
To mark the launch, starting in April and running for about three months, SHIN’s World Tour stickers will be included in Shin Ramyun Gold multipacks. There are 13 sticker designs showing SHIN visiting places like the U.S., China, France and Egypt. A limited “space travel” special sticker—printed in just 10,000 packs—offers winners prizes such as a Rimowa suitcase.
On its shopping site, Nongshim Mall, the company will roll out curated character-goods sets—think branded chopsticks and sleep masks—and run exclusive promotions around the new mascot.
A Nongshim spokesperson said, “SHIN personifies the brand’s idea of ‘spicy happiness.’ We will use the character actively at global exhibitions and in overseas subsidiary marketing to expand touchpoints with consumers.”
