Karina captured from YouTube
Karina’s Shin Ramyun Ad: A Cultural Phenomenon
aespa’s Karina has officially taken over the global stage — not with a song, but with a ramen commercial. Nongshim’s latest Shin Ramyun ad featuring Karina and aespa has surpassed 130 million views on YouTube just one month after its release, making it the most-watched Shin Ramyun campaign in history.
The ad, designed as a music video-style campaign, blends K‑POP aesthetics with culinary visuals. Karina’s performance, paired with a remixed version of Spice Girls’ “Spice Up Your Life,” turned a simple noodle ad into a viral sensation.
Why It Works: Music, Movement, and Mouthfeel
- “Shin Ramyun Dance”: Karina’s choreography mimics ramen preparation — from tearing the packet to pouring water — creating a playful yet elegant visual metaphor.
- Sound Design: The slurping sounds and broth visuals sparked cultural conversations, especially in Western communities unfamiliar with Korean dining customs.
- Visual Impact: Karina’s styling and camera presence elevated the ad to cinematic levels, prompting fans to call it “a ramen music video” and “the most luxurious food ad ever.”
Global Reach and Cultural Impact
The ad aired across the U.S., China, Japan, Europe, and Southeast Asia, with additional exposure via Instagram Reels and YouTube Shorts. Nongshim’s strategy to use aespa as global ambassadors paid off, positioning Shin Ramyun not just as a product, but as a cultural icon.
Even the packaging got a makeover:
- Special Edition Packs featuring Karina’s photo and handwritten messages
- Photo cards included in multi-packs, driving collector demand
Conclusion: Karina’s Power Beyond K‑POP
Karina’s Shin Ramyun ad proves that K‑POP idols can redefine global marketing. With 130 million views and counting, this campaign isn’t just a win for Nongshim — it’s a blueprint for how Korean culture continues to captivate the world.
As aespa prepares for their next comeback, Karina’s solo impact in advertising sets a new standard for idol‑driven brand storytelling. (worldpopkorea@gmail.com)
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