Nongshim Showcases Shin Ramyun at "K-Expo Mexico"…Expands Distribution Network in Mexico

Plans for Entry into Sam’s Club and Promotional Collaboration with Soriana
Yongchul Cho: "Increasing Overseas Sales to Over 60% by 2030"

Nongshim announced on September 27 that it participated in the "2026 Mexico K-Expo," held over four days from September 24 to 27 (local time) at the International Exhibition and Convention Center of the World Trade Center (CIEC WTC) in Mexico City, Mexico.

Participants are tasting Shin Ramyun at Nongshim's Shin Ramyun booth during the '2026 Mexico K-Expo' held in Mexico City from the 24th to the 27th. Provided by Nongshim

The Mexico K-Expo is a comprehensive Hallyu (Korean Wave) expo hosted by the Ministry of Culture, Sports and Tourism and organized by the Korea Creative Content Agency. The event consists of B2C exhibitions and performances, as well as B2B export consultation meetings.

Nongshim was the only domestic ramen company to participate in this event, where it operated the Shin Ramyun booth. The booth was set up with the "Shinverse" concept, representing the Shin Ramyun brand universe. Considering the strong popularity of K-pop in the local area, the booth featured a photo zone with the brand ambassador, aespa. In the tasting zone, a Hangang Ramen Cooker was installed, and there was also a program where visitors could receive limited-edition merchandise.

During the expo, Nongshim also held business meetings with major local distribution channels to further target the Latin American market. Reflecting the local trend of high cup-noodle preference, Nongshim agreed with global retailer Sam’s Club, which operates about 170 stores in Mexico, to introduce Shin Ramyun Big Bowl and Shin Ramyun Tumba Big Bowl products in stores by the end of this year and to begin sales early next year. Going forward, Nongshim plans to expand its product portfolio to include items such as Shin Ramyun Rose and Shin Ramyun Kimchi Fried Noodles, in line with consumer needs.

From June 24 to 27, at the '2026 Mexico K-Expo' held in Mexico City, Yongchul Cho, CEO of Nongshim (pictured right), is conducting a business meeting. Courtesy of Nongshim

Nongshim also agreed with Soriana, a major retail chain in Mexico, to set up an exclusive Nongshim product display and conduct promotional events to coincide with "Buen Fin," Mexico’s version of Black Friday, this November. Early next year, Shin Ramyun Rose will be newly introduced in the stores.

Yongchul Cho, CEO of Nongshim, who oversaw the event in Mexico, stated, "Shin Ramyun has firmly established itself as more than just a food product—it is now a cultural icon representing K-culture." He added, "We will continue to actively engage with global consumers and aggressively expand distribution channels in key markets worldwide, so that Shin Ramyun can grow as the leading K-food brand." He also emphasized, "Based on these efforts, we will expand the share of overseas sales to over 60% by 2030 and achieve sales of 7.3 trillion won and an operating margin of 10%."

This content was produced with the assistance of AI translation services.