SHIN's Transformation Completed by Karina: Analysis of the Shin Ramyun Rosé Commercial
What I always feel while working in advertising is that the moment a brand launches a “new flavor” is both the riskiest and the most thrilling. This is especially true for products that are already iconic. Shin Ramyun is a brand that symbolizes Korean ramen.
Such a brand, Shin Ramyun, has transformed with the trendy combination of “Rosé.” And to represent this new look, they chose Aespa Karina. As an advertising professional, I simply could not overlook this combination.
## Why Did Shin Ramyun Choose “Rosé”?
Shin Ramyun has long been the “standard for spiciness.” However, in recent years, the keyword in Korean food culture has been “Rosé.” Tteokbokki, pasta, and even fried chicken have all transformed into Rosé. The combination of spiciness and creaminess is the flavor formula that the MZ generation raves about.
The tagline, “A combination chosen by SHIN, happiness created by SHIN,” is not merely an introduction to a new product. It is a declaration that the heritage brand Shin Ramyun has absorbed trends and evolved on its own. What I have learned from 30 years in the field is that the stronger a brand is, the bolder it must be when changing. This advertisement perfectly demonstrates that boldness.
## Why Karina? The Casting Strategy
Karina is currently one of the representative icons of K-pop. She has secured a global fanbase through her activities with Aespa and possesses a sophisticated yet futuristic image. This aligns perfectly with the concept of Shin Ramyun Rosé.
If the original Shin Ramyun was about "intensity," Rosé is about "gentle spiciness." Karina is a model with a dual charm—intense yet gentle. She appears cold and haughty, but the moment she smiles, her demeanor changes dramatically. That duality resembles the structure of the flavor known as Rosé.
As an advertising planner, I know that such a high level of synchronicity does not come easily. The moment the model and the product amplify each other's images, the campaign is more than halfway to success.
## Reinterpretation of the Brand Asset "SHIN"
What stands out in this advertisement is the English spelling of "SHIN." Shin Ramyun's red packaging is already a powerful symbol in the global market. With Rosé's pink tones added to this, the color contrast becomes striking.
The advertisement actively utilizes this color strategy. Red and pink fill the screen, while Karina's styling and lighting emphasize those tones. It feels less like a simple new product and more like a new variation of the brand "SHIN."
I like this kind of work. It is a method of expanding on existing assets without discarding them. Even global fans can immediately recognize, "Ah, this is Shin Ramyun," while still feeling a sense of novelty.
## The Integration of Visuals, Sound, and K-Pop Sensibility
This advertisement is not just a simple ramen commercial. It is closer to K-Pop content. Rapid cut transitions, rhythmic editing, and repeated close-ups of Karina are featured. The music also maintains a trendy and sophisticated tone.
For global fans, this advertisement can be consumed like a music video. Karina's facial expressions, hair, makeup, and styling are all content for the fans. The advertisement showcases the product while simultaneously creating fan content.
To be honest as an advertising professional, this structure is the most efficient these days. In an era where the boundaries between advertising and content have blurred, brands must blend in naturally.
## Direction That Visualizes Taste
The core of a ramen advertisement is ultimately making people want to eat it. Scenes of rosé sauce coating the noodles, shots of steam rising, and close-ups of the creamy texture stimulate the viewer's salivary glands.
In particular, scenes that simultaneously express spiciness and softness accurately convey the rosé concept. The moment the smooth sauce is added to the red broth, the message that "this is different from the existing Shin Ramyun" is conveyed visually as well.
This is not merely a filming technique. It is a process of translating the brand message into taste.
## Conclusion from an Advertising Expert
Watching this advertisement, I thought, "Shin Ramyun has truly transformed." They didn't simply release a new product; they expanded the brand's direction to the next level.
Through the global K-pop star Karina, Shin Ramyun captured both tradition and trends simultaneously. The fact that a legacy brand can move so flexibly is a significant asset.
If you are a global K-culture fan, I hope you check out this advertisement to see how a Korean food brand combines with K-pop to create a new image. It is quite a clever and sophisticated transformation.
[Check out the official YouTube video]
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