Nongshim, a leading South Korean food company best known for its SHIN RAMYUN instant noodles, has launched a three-week food truck campaign across four cities in Northeast India to expand consumer engagement and strengthen its retail presence in the region.
The campaign, running until November 22, will cover 20 locations in Guwahati, Shillong, Aizawl and Agartala. The food truck will visit university campuses, residential neighbourhoods and popular commercial areas.
Campaign combines product trials and retail expansion
Visitors will be able to sample freshly prepared SHIN RAMYUN and SHIN RAMYUN Toomba, cooked on-site using instant noodle cooking machines.
The campaign will also include on-site product sales and special discounts at nearby retail stores, enabling consumers to purchase the products after sampling them.
Nongshim is focusing on Northeast India as it expands its retail distribution network, combining wider product availability with direct consumer engagement.
Social media activities to widen reach
The campaign will feature a spin-the-wheel activity for visitors who share photographs of their food truck experience on social media.
The company will also collaborate with local influencers to extend the campaign’s reach and engage consumers through online and offline activities.
Company targets growing interest in Korean food
“Northeast India is a promising market where consumers have a strong appetite for spicy food and a growing interest in Korean culture. Through this campaign, we hope to bring SHIN RAMYUN closer to local consumers while supporting our expanding retail presence. We will continue to develop locally tailored marketing activities that reflect the tastes and preferences of consumers across India,” a Nongshim spokesperson said.
The initiative forms part of the company’s efforts to build consumer awareness and strengthen its presence in the Indian market.