Nongshim used Gamescom 2026 in Cologne, Germany, as a platform to connect Shin Ramyun with global gaming culture through interactive experiences, product sampling and branded entertainment.

Held from August 26 to 30, the event gave Nongshim an opportunity to engage gamers and younger audiences beyond traditional food marketing. The company built its activation around Shin Ramyun’s global positioning, “Spicy Happiness in Noodles,” using gaming and cultural experiences to introduce the brand to international consumers.

Turning a Food Brand Into an Interactive Experience

Nongshim operated a “Shin Ramyun Factory” booth in Hall 8, where visitors could participate in four interactive games, including “Pumping Game” and “Topping Ball.”

Participants earned points through the games and could exchange them for Shin Ramyun merchandise, including fans, pouches and KPop Demon Hunters collaboration products.

The activation reflects the growing use of experiential marketing to create direct consumer interactions around products. Rather than relying solely on advertising or product displays, brands can use entertainment environments to encourage participation and generate memorable associations.

For Nongshim, gaming provided a particularly relevant environment for reaching audiences that may have limited familiarity with the company's Korean heritage or Shin Ramyun's history.

Extending the Activation Beyond the Exhibition Hall

Nongshim also served as the exclusive sponsor of gamescom beach, an outdoor relaxation area operated under the name “gamescom beach spiced up by Nongshim.”

The space used the “TASTE SHIN” theme and included a Shin Ramyun Toomba tasting area, photo zones and lounge spaces. Visitors could sample the product while taking a break from the main Gamescom exhibition.

This approach extended the brand experience beyond a conventional exhibition booth and placed product discovery within a social and leisure environment.

Linking Korean Food With Global Culture

During the event, Kim Hyung-seok, Head of Nongshim Europe, presented Shin Ramyun's 40-year global growth journey and future vision to executives from global companies.

Nongshim said its Gamescom participation was part of a broader effort to connect Shin Ramyun with cultural content consumed internationally. The company plans to expand experiential marketing around gaming, music and sports.

Market Landscape

Food and consumer brands are increasingly using entertainment, creator culture, gaming and live events to build relationships with younger audiences. These channels can provide opportunities for brands to move beyond conventional product advertising and create experiences that consumers actively participate in.

Gaming is particularly suited to this strategy because major events can bring together audiences from different markets around shared cultural interests.

For Nongshim, Gamescom also provides a bridge between its Korean brand identity and European consumer engagement, allowing the company to introduce Shin Ramyun through an established global entertainment platform.

Strategic Outlook

The Gamescom activation indicates that Nongshim is treating experiential marketing as part of its international brand-building strategy rather than as a one-off event sponsorship.

The company's stated plans to connect Shin Ramyun with gaming, music and sports suggest a broader cultural-marketing approach. The challenge will be converting event engagement into sustained brand awareness, trial and repeat consumption after consumers leave the experience.

Top Insights

• Nongshim participated in Gamescom 2026 in Cologne from August 26–30.
• The Shin Ramyun Factory featured four interactive games.
• Gamers could exchange earned points for branded merchandise.
• Nongshim sponsored gamescom beach and operated a Shin Ramyun Toomba tasting zone.
• The company plans to expand experiential marketing across gaming, music and sports.

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