Han River in NYC with SHIN RAMYUN
- New York City
- Brand Activations
- Consumer Packaged Goods
Crafting Cultural Connections
THE CHALLENGE
Bridging Seoul and NYC Through Flavor
Nongshim, a leading South Korean food company established in 1965, is renowned for its iconic SHIN RAMYUN and an extensive range of noodles, snacks, and beverages. For more than 50 years, Nongshim has proudly represented Korean culture, introducing it to the world and connecting people to its culinary heritage.
One of the traditions Nongshim embraces is the popular activity of enjoying instant noodles at Han River Park in South Korea. This cultural ritual is beloved for bringing friends and families together to savor delicious noodles against the scenic backdrop of the Han River.
To share this cultural phenomenon internationally, Nongshim sought a partner to recreate the Han River experience in New York City. The pop-up event aimed to introduce the charm of this tradition to those who miss it from their hometowns and to others who have never experienced it. The activation invited participants to indulge in Korean culture while enjoying a “Taste of Seoul,” aligning with the “It’s Time for K-Culture” initiative.
Through this unique activation, Nongshim aimed to excite the NYC audience about its products in the U.S. market while celebrating the beauty of Korean traditions and cuisine.
THE SOLUTION
Creating an Unforgettable Culinary Adventure
Working alongside HSAD and the Korean Culture Center, Impact XM created an engaging pop-up designed to emulate the experience of enjoying noodles by the Han River in Seoul. The pop-up resembled a traditional Korean convenience store, complete with shelves stocked with Nongshim’s iconic SHIN RAMYUN and other noodle varieties, capturing the nostalgic charm of Seoul’s riverside stores. This immersive activation brought the Han River experience to life, right in the heart of midtown Manhattan.
The concept allowed visitors to dive into a full noodle-making journey. Guests could browse the wide selection of Nongshim noodles, select their noodles of choice, and head to designated stations to prepare their custom dish. After grabbing a bowl and chopsticks, they could personalize their noodles with an array of toppings at the cooking station. The experience encouraged participants to fully engage, including snapping photos of their steaming bowls before heading to the dining area.
This activation seamlessly transported visitors from New York City to Seoul, delivering an authentic Han River dining experience that captured the look and feel envisioned by Nongshim.
THE IMPACT
Impact XM’s thoughtful design perfectly embodied the essence of the Korean convenience store aesthetic and integrated flawlessly into the Korean Culture Centre’s space during the activation. With its creative execution and attention to detail, the pop-up successfully brought a slice of Seoul to NYC, delivering an unforgettable cultural and culinary experience.
The response was overwhelmingly positive. Nongshim was thrilled with the design and execution, expressing immense gratitude for Impact XM’s dedication and vision. The collaboration exceeded expectations, showcasing the strength of a partnership focused on authenticity and innovation.
The activation garnered widespread attention, drawing both media coverage and enthusiastic crowds. The buzz was palpable, with lines stretching out the door as eager participants waited to experience this unique event. By blending tradition with modern storytelling, the pop-up not only celebrated Nongshim’s heritage but also cemented its appeal to a diverse audience in the U.S. market.
