Nongshim announced on the 17th that it has opened the first brand shop for ramen in Malaysia through the 'TikTok Shop' and is selling 'Shin Ramyeon Tumba.'
Nongshim plans to select popular Malaysian singers as brand ambassadors and launch various marketing activities using them to increase awareness of Shin Ramyeon Tumba.
In particular, Khai Bahar, who won the '2024 Singer of the Year' award in Malaysia, and Wany Hasrita, a singer and actress, are promoting the product through the TikTok drama series 'Snow Falling in Busan.'
Marketing through major Malaysian distributors will also be strengthened. Nongshim has recently secured placement for Shin Ramyeon Tumba at Lotus’s, AEON, Jaya Grocer, and plans to conduct various consumer-targeted events through pop-up stores in these locations.
According to data from the Korea Agro-Fisheries & Food Trade Corporation, the Malaysian ramen market is estimated to be around $600 million as of 2023 and is expected to grow at an annual average rate of over 6% for the next five years.
Nongshim expects a high possibility of success for Shin Ramyeon Tumba, considering that its market share for bag noodles in the Malaysian instant noodle market exceeds 90% (as of 2023, while cup noodles account for about 8%), and that there is a strong preference for fried noodles like Mie Goreng.
A Nongshim official noted, "Southeast Asia has a characteristic of diverse food cultures, and in particular, people are accustomed to a creamy taste using coconut milk, which leads us to believe that Shin Ramyeon Tumba will be well-received," adding, "We plan to actively expand Shin Ramyeon Tumba throughout Southeast Asia, starting in Malaysia."