Nongshim announced on the 16th that it has completed a campus pop-up store operated at six universities in China for about a month starting in May. This is part of the marketing for Shin Ramyeon Tumba, which began full-scale sales in China this year.
The campus pop-up store was held at Ocean University of China and Zhongshan University in Shanghai, Hunan Normal University and Zhongshan University in Guangzhou, and Henan Agricultural University and Zhengzhou University in Zhengzhou. About 3,000 local college students participated. Participants enjoyed various content, including a photo zone with the local model 'The Eight', mini-games, and making Shin Ramyeon Tumba using a ramen cooker.
A representative from Nongshim said, 'Through the campus pop-up store, we have successfully increased brand awareness of Shin Ramyeon Tumba targeting the generation of college students who are familiar with producing content on social media.' They added, 'We will continue to strengthen the status of Shin Ramyeon in China through field-centered marketing.'
Meanwhile, Nongshim has started producing Shin Ramyeon Tumba in China since March and is expanding its distribution network through customized strategies for each channel. Offline, it has placed Shin Ramyeon Tumba in about 1,500 large stores, such as Walmart and Da Run Fa, and 13,000 key convenience stores in China (FamilyMart, 7-Eleven, Lawson, etc.). Additionally, online, it is increasing brand awareness through live commerce using advertising models.