“The Combination Chosen by SHIN” – Analysis of the Nongshim Shin Ramyun Rosé Campaign with aespa
1️⃣ Intro
The advertisement for the launch of Shin Ramyun Rosé, released by Nongshim—“A Combination Chosen by SHIN, Happiness Created by SHIN”—is a new 2026 campaign featuring the global K-pop group aespa as models. This ad garnered significant attention immediately after its release by combining the meeting of the nation’s favorite ramen, Shin Ramyun, with trendy rosé sauce, alongside aespa’s futuristic image.
In particular, the witty copy likening the brand name “SHIN” to “God” blends harmoniously with aespa’s sophisticated visuals, transcending a simple ramen advertisement to be consumed as a piece of content in itself. It is generating such an enthusiastic response that people are saying, “This combination is unfair.”
2️⃣ About the Brand
Nongshim is a leading global food company representing South Korea, and “Shin Ramyun” is a product synonymous with K-Food. For Shin Ramyun, which has gained worldwide popularity centered on its spicy flavor, introducing a smooth rosé taste signifies a new challenge and expansion for the brand. The selection of aespa as models is a strategy to reinforce the brand's young and trendy image. aespa has established itself as an icon of the MZ generation through its metaverse worldview and intense concepts. Just as the traditional brand Shin Ramyun is challenging the new genre known as "Rosé," aespa is pioneering a new genre within K-pop; in this respect, the meeting of the two creates perfect synergy.
3️⃣ Star’s Influence
Since their debut, aespa has built a strong international fandom through Billboard charts and global tours. Exercising influence across various fields such as fashion, beauty, and IT, every aspect of the members' style becomes a hot topic.
Following the release of the commercial, reactions on social media continued, such as "It looks like a music video even though it's an ad" and "It looks even more delicious because aespa is eating it." Overseas fans also expressed their interest in K-food by posting comments like, "I'm curious what Rosé Ramyun is," and "I want to buy all the products aespa advertises."
4️⃣ Video
The official commercial video can be viewed at the link below.
5️⃣ Analysis / Fan Reaction
Instead of the red color that symbolizes Shin Ramyun, the video is composed around pink and cream tones reminiscent of rosé sauce. The soft lighting and stylish direction break the mold of traditional ramen commercials, creating an atmosphere akin to a beauty film.
The concept of "a combination chosen by SHIN" emphasizes that the meeting of Shin Ramyun's spiciness and the smoothness of rosé is a "divine move." This serves as a device to demonstrate confidence in the product while simultaneously stimulating consumer curiosity.
Overseas fans marveled at aespa's visuals, commenting that "the color scheme and atmosphere of the commercial perfectly match aespa." In particular, thanks to the powerful diffusion power of the K-pop fandom, the commercial quickly spread to global communities.
6️⃣ Conclusion
The Shin Ramyun Rosé campaign with aespa is a successful example of how a traditional brand should communicate with the younger generation. The harmony between the star's image, trendy flavor, and witty copy breathed new vitality into the brand.
We also look forward to the possibility that Nongshim will continue follow-up campaigns with aespa, such as digital challenges or limited-edition merchandise. This advertisement will be remembered as the most trendy and stylish collaboration created by the meeting of K-Food and K-Pop.
