Nongshim Launches Full-Scale Promotion of Neoguri in Japan following Shin Ramyun

2025 sales of Shin Ramyun in Japan reach KRW 153.5 billion
Average annual sales growth rate hits 23% over the past three years, thanks to popularity of K-boom
‘Toomba’ is also being sold in three major convenience store chains

Shin Ramyun is continuing its rapid growth in Japan, the birthplace of instant ramen, with the K-culture boom. Nongshim’s strategy is to expand its influence in Japan by promoting Neoguri as a flagship product following Shin Ramyun.
Shin Ramyun was first introduced to Japan via exports in 1987, and it is now enjoying resurgence. Thanks to the popularity of K-food and Korean culture, its average annual sales growth rate has reached 23% over the past three years. Nongshim also announced that Shin Ramyun Toomba (large-size instant cup ramen) is officially sold in 53,000 stores across Japan’s 3 major convenience store chains, 7-Eleven, FamilyMart and Lawson.

Japan’s instant ramen market, worth about KRW 7 trillion annually, is highly competitive, with more than 1,000 new products launched each year. Since mild flavors such as soy sauce, miso and tonkotsu (pork bone broth base) dominate the market, the success of Shin Ramyun, known for its distinct Korean spiciness, is considered especially significant by the food industry.
Nongshim has now begun a full-scale push to promote Neoguri in Japan following Shin Ramyun. At the recent Korea Expo held in Ikebukuro, Tokyo, Nongshim’s booth was designed to prominently feature Neoguri rather than Shin Ramyun.
Nongshim believes that Neoguri’s thick, chewy noodles, similar to udon, will satisfy the preferences of Japanese consumers who enjoy a ‘mochi’ (rice cake) texture.’ The raccoon character on the product packaging has been upgraded to a more friendly and cute image by making its ears rounder to suit local vibes.

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