Samyang Foods is running an outdoor advertising campaign for its new premium ramen 'Samyang1963' in Seongsu-dong, Seoul, through the 26th. The campaign uses steam devices to recreate the look of freshly boiled noodles with rising steam, visually conveying the ramen’s warmth and aiming to offer an emotional brand experience. Ads are placed in high-foot-traffic areas to strengthen engagement with the core 20s–30s target audience and leverage Seongsu’s youthful cultural vibe. Samyang1963 is the brand’s first premium gourmet ramen, using beef tallow (우지, beef fat) from the original Samyang recipe to enhance the noodles’ savory taste and deepen the broth’s flavor. Samyang says it will continue experimental, sentiment-driven marketing to boost brand value and product competitiveness.
