The installation, which featured oversized chopsticks and simulated rising steam, traveled from the Royal Docks to showcase the brand's new campaign slogan: "Work done. Day done. SHIN ME." By lighting the structure after dark, the company aimed to replicate the visual appeal of a freshly prepared, spicy bowl of noodles against the city’s historic skyline.
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Nongshim Floats Six-Metre Shin Ramyun Cup Down the Thames
A six-metre-tall replica of a Shin Ramyun cup drifted past Big Ben and the London Eye on October 6, turning the River Thames into a surreal backdrop for South Korean instant noodles. The stunt marks a high-visibility push by manufacturer Nongshim to establish its brand within the rhythm of London life.
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Beyond the river spectacle, the campaign promotes the "SHIN TO WIN" sweepstakes, which runs through major retailers such as Tesco, B&M, and Sainsbury’s. Consumers purchasing multipacks of Shin Ramyun, Toomba, or Kimchi varieties can access scratch cards for cash prizes up to £5,000. This 12-week promotion, concluding October 31, seeks to convert the novelty of the Thames installation into sustained retail engagement. A company spokesperson described the river route as the perfect intersection of iconic landmarks and the everyday urban grind, positioning the product as a deliberate pause for busy Londoners.
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