Nongshim turns K-pop into worldwide instant noodle expansion

Korea’s largest instant noodle company Nongshim is bolstering its drive to incorporate K-pop in promotions of its noodle and snack products worldwide, with the promising strategy emerging from the blockbuster success of "KPop Demon Hunters" last year. Nongshim has long been a leader in Korean instant noodles, surpassing major rivals such as Samyang Foods and Otoki and controlling more than 50 percent of the market. It also competes neck-and-neck with Orion in the domestic snack market. Nongshim is now gearing up to take on its rivals in the global instant noodle market , including Samyang, which has seen worldwide success with its spicy Buldak line of noodles. Nongshim hopes to capitalize on marketing with Korean musicians and artists to appeal to a broader range of consumers. Following Netflix animated hit movie "Kpop Demon Hunters" record-shattering success, Nongshim made a concerted effort to appeal to the film’s 500 million viewers worldwide with special marketing that capitalized on the film's use of foods that resembled some of the iconic brand's biggest hits. At the center ofWeiter zum vollständigen Artikel bei Korea Times Weiter zum vollständigen Artikel bei Korea Times