Nongshim to launch Shin Ramyun Tomyum in Thailand

South Korean food and beverage giant Nongshim Co. announced on Wednesday that it will launch the first global collaboration products of its flagship brand Shin Ramyun in Thailand on Nov. 23.

The company's new ramen products are Shin Ramyun Tomyum Flavor and Shin Ramyun Tomyum Flavor Stir Fry, which are only available in Thailand. These combine the flavors of the traditional hot and sour Thai soup tom yum with Shin Ramen. 

Nongshim developed Thai-customized ramen with a local celebrity chef Jay Fai. She became famous when her restaurant in Bangkok got Michelin's one star in 2018. She appeared in the Bangkok episode of Netflix series "Street Food” in 2019. 

Nongshim researchers visited Jay Fai's restaurant in Thailand to taste her food and learn her techniques. They then returned to South Korea and developed the products. Jay Fai was invited to Nongshim's headquarters in South Korea to finalize the recipes.

Nongshim explained that it developed the products to create a fusion of Jay Fai's Tomyum and Shin Ramyun's unique flavor.

Nongshim plans to expand its presence in the Thai market with Shin Ramyun Tomyum.

The Thai instant noodle market is worth about 700 billion won ($541 million), and low-cost products account for most of the market share.

Nongshim expects to create a premium instant noodle market in Thailand by leveraging the Shin Ramyun brand and Jay Fai's reputation.

Write to Kyeong-Je Han at hankyung@hankyung.com