Nongshim's Slogans & Taglines

Nongshim Co., Ltd. is a South Korean multinational food and beverage company founded in 1965, headquartered in Seoul. Originally entering the instant noodle industry as a late mover, the company steadily built market leadership through continuous R&D investment, surpassing 50 percent domestic market share by 1985. Its defining breakthrough came in 1986 with the launch of Shin Ramyun, a spicy beef-flavoured instant noodle that became Korea’s best-selling ramyeon by 1991 and has since sold over 42.5 billion units globally. Today, Nongshim operates production facilities in Los Angeles, Shanghai, Qingdao, and Shenyang, alongside its Gumi headquarters. The portfolio spans instant noodles, snacks including Saewookkang shrimp crackers, bottled water, and ready-to-eat meals, distributed across more than 100 countries.

Brand messaging has evolved from the provocative 1997 promise Shin Ramyun that makes a man cry (사나이 울리는 신라면), which linked extreme spiciness to masculine strength and challenge, to the motivational claim Shin Ramyun that moves your life in 2024. In 2025, the company established its first unified global slogan, Spicy Happiness In Noodles, using the acronym SHIN to convey spicy joy across domestic and international markets, reflecting its transformation from a domestic noodle maker into a global K-food cultural ambassador.