Ramen Shrine in Harajuku: Shin Ramyun’s Spicy Success in Japan
Creatrip Team
2 months ago
A pop-up Shin Ramyun shop opened by Nongshim in Tokyo’s Harajuku has drawn crowds, showcasing bagged Korean instant noodles like Shin Ramyun, Shin Ramyun Tomba, Jjapagetti, Ansungtangmyun and Neoguri on bright red displays. Unlike typical Japanese preference for cup noodles, the store lets customers cook bagged ramen on-site with machines and choose toppings such as egg, cheese, scallions, rice cake (tteokguk tteok), or even milk to suit milder local tastes. Since opening, about 3,600 visitors (roughly 120 per day) have tried the experience, often taking photos and sharing on social media. Ramen has become a leading K-food export—$1.382 billion in Jan–Nov 2025—and Nongshim has expanded popup stores in Tokyo, Osaka and Sapporo, partnered with local restaurant chains like YakinikuKing, launched Japan-tailored products (e.g., “Chewy Neoguri”), and seen its Japanese unit sales grow strongly. Shin Ramyun Tomba was listed in Nikkei Trendy’s “Top 30 Hit Products 2025,” marking a milestone for Korean instant noodles in Japan. Nongshim plans further local adaptations, more pop-ups, and global expansion to markets including China and Russia.
