Korea’s Nongshim to mesmerize New Yorkers with Han River Shin Ramyun

If you’re in New York City this weekend, be sure to drop by the Korean Cultural Center.

The South Korean government office has partnered with the country’s instant noodle giant Nongshim Co. to host a free taste of Seoul, with the "It's time for K-Culture" initiative.

Nongshim and the cultural center said on Friday they are running a Han River in NYC pop-up for three days from Nov. 8, to allow New Yorkers to enjoy authentic, meticulously crafted Korean culinary experiences.

The free "Han River Experience in NYC with Shin Ramyun" event, open from 11 a.m. to 5 p.m. each day, is designed to immerse visitors in an authentic Han River dining experience — transporting them from midtown Manhattan to Seoul, organizers said.

Nongshim said they will set up a replica of a Korean convenience store where customers can peruse shelves stocked with Shin Ramyun noodles to be cooked on-site, for free. 

Visitors can enjoy their noodles on benches arranged in a space that, with the help of large LED screens and other special effects, will look and feel as if they were by the Han River in Seoul. 

“Experience the Han River as seen in your favorite K-drama. Visitors can enjoy Shin Ramyun by a recreated riverside setup with Han River visuals on large media walls,” the Korean Cultural Center New York (KCCNY) said in a statement.

"By introducing the essence of Han River culture – so beloved by Korean youth – to New York, we hope to offer a unique cultural experience that bridges the two cities. Through this event, we aim to share the spirit and charm of Korea, bringing a taste of its rich heritage to the heart of New York City,” said Michael Cheonsoo Kim, KCCNY executive director.

K-FOOD, K-CULTURE IN NY

"Shin Ramyun, as a brand representing Korean food culture, is pleased to introduce authentic Korean tastes and culture to the world in New York City. We will continue to do our best to introduce Korean food culture on the global stage," said Dongyeob Shin, president of Nongshim America.

Leading up to the event, Nongshim and the KCCNY hosted Korean Restaurant Week from Oct. 28 to Nov. 7 to allow New Yorkers to enjoy the diversity of Korean culinary delights with a 10% discount at 26 participating restaurants.

Hojokban, a Korean fusion restaurant featured in the New York Times, showcased a popular fried rice dish made with Shin Ramyun and Chapaguri, a blend of Nongshim’s black soybean sauce noodles Chapaghetti and its hot spicy noodles Neoguri.

On Oct. 31 and Nov. 1, Nongshim promoted Shin Ramyun across Manhattan, rolling food trucks out to popular spots such as Washington Square Park, New York University and Times Square.

Nongshim, and its local rival Samyang Foods Co., have been ramping up production to meet rising demand abroad.

In 2017, Nongshim overtook Japanese ramen maker Nissin Foods to rise to the No. 2 spot in the US ramen market after Toyo Suisan. 


Write to Hyung-Joo Oh at ohj@hankyung.com
In-Soo Nam edited this article.