Nongshim Brings ‘Spicy Happiness’ to PH with Gymboree, Taps Aespa as Global Ambassadors
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| Spicy Happiness in Noodles! |
Nongshim is turning up its presence in the Philippines with a strong lineup: a new distribution partnership with Gymboree Marketing International Inc., a global collaboration with Aespa, and the launch of its latest flavor, Shin Toomba.
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| S.H.I.N. City held last APR24 at Bonifacio High Street |
All three came together at S.H.I.N. City (Spicy Happiness In Noodles), held last April 24 at Bonifacio High Street, where the brand opened the experience to the public through cooking stations, games, freebies, and a photobooth.
A Bigger Reach for “Spicy Happiness”
With Gymboree now handling distribution, Nongshim is making a clear move: from being something you occasionally spot, to something you can easily pick up. |
Gymboree’s nationwide reach means wider availability, faster restocks, and more consistent access across supermarkets and convenience stores. For anyone who already enjoys Korean food -- or has been wanting to try -- it simply makes Nongshim part of everyday choices.
Aespa Brings the Energy to the Table
Nongshim’s collaboration with Aespa brings together two names that carry strong recall on their own. |
| Aespa as the newest global ambassador |
Aespa is known for their sharp sound, standout visuals, and a concept that blends real and digital identities. With global hits like Next Level and Savage, they’ve built a following that goes beyond music.
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| Collect all Aespa photocards! |
That same bold energy aligns well with Nongshim’s signature flavors -- strong, distinct, and easy to recognize. The collaboration also comes with collectible photocards, adding another layer of excitement for fans.
Shin Toomba: A Creamy Twist on a Spicy Favorite
Alongside the expansion is the launch of Shin Toomba, a stir-fry version of Nongshim’s iconic Shin Ramyun. |
It starts with that familiar heat, then settles into a creamy, richer finish. The sauce coats the noodles, giving it a different texture from the usual soup-based variants -- something more indulgent but still balanced.
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| Choose your ramen, pick your toppings! |
At the event, I got to cook my own bowl and add toppings, which made it more than just a quick taste. The creaminess worked well with the spice, making it flavorful without being too intense. It’s the kind of flavor you can adjust depending on how you want it -- simple or a bit more loaded.
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| Cook and customize your ramen |
S.H.I.N. City: Where Spicy Happiness Came to Life
The launch event brought everything into one space. |
| Sealing the partnership between Nongshim and Gymboree |
There was a ceremonial “ramen cooking” moment between Nongshim and Gymboree representatives -- done in a playful way using oversized ramen and kettle props, which drew attention and set the tone for the event.
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| Ms. Evelyn Yap - CEO of Benby Enterprises, Inc., the parent group of Gymboree Marketing International |
From there, people moved freely between stations -- trying the noodles, joining games, taking photos, and picking up freebies. I spent most of my time at the cooking area, going back for Shin Toomba and tweaking my bowl a bit more each time.
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| Mr. Antonio Jo - CE) of Nongshim |
Our 60th anniversary marks a commitment to keep evolving
says Mr. Antonio Jo, CEO of Nongshim.
By partnering with a global force like Aespa and a distribution leader like Gymboree, we make ‘Spicy Happiness’ more accessible to Filipinos. From the bold kick of Shin Toomba to the guaranteed authenticity of every pack, we aim to fuel the growing passion for K-culture across the country.
With this expansion, Nongshim products are now easier to find nationwide -- from classic favorites to newer flavors like Shin Toomba.
For more updates, visit Nongshim Philippines on Facebook: https://www.facebook.com/nongshimph
