Nongshim captures young consumers in Indonesia

South Korea's instant noodle giant Nongshim Co. said on Tuesday it held Shinsational Day event in Jakarta, Indonesia. 

On November 15, Nongshim held the Shinsational Day event at Pos Bloc in Jakarta. The same event was held on September 28 and 29 at Taman Literasi Blok M, another vibrant cultural and artistic venue popular among local youth.

At the event, Nongshim set up photo zones featuring large models of Shin Ramyun, Shin Ramyun Stir-Fried, and Shin Ramyun Kimchi for attendees to take photos. Visitors also enjoyed the company's flagship Korean-style ramyun at the tasting zones.

South Korean Ministry of Food and Drug Safety announced on Monday that the Indonesian Food and Drug Monitoring Agency (BPOM) lifted a ban on South Korean instant noodles requiring the submission of ethylene oxide (EO) and 2-CE test results for each export from December 1. 

Indonesia's instant noodle market is the second largest after China. Last year, the nation consumed 14.5 billion instant noodles, 15% of the global sales. 

However, due to the tightening of EO controls, exports of South Korean instant noodles reached only $9 million last year, down 61.4% year over year. 

Write to Hun-Hyoung Ha at hhh@hankyung.com