Spicy Happiness
Nongshim heats up the Philippines with Aespa and a new distribution partner.
Words Art+ Magazine Team
Photos courtesy of Nongshim
April 28, 2026
Nongshim is turning up the heat in the Philippines. As the iconic Korean noodle brand celebrates 60 years, it’s making waves locally with two major moves: K-pop powerhouse Aespa joins as global ambassador, and Gymboree Marketing International Inc. (under the Benby Group) steps in as its official distributor nationwide.
The goal is to bring Nongshim’s signature “Spicy Happiness” closer than ever to Filipino fans. With K-culture continuing to shape what people watch, listen to, and eat, Nongshim is right where the action is.
Your Favorites, Now Within Easy Reach
Craving your go-to Nongshim noodles? It just got easier.
With Gymboree strengthening distribution across the country, Nongshim products are now more visible, more accessible, and ready whenever those cravings hit—whether you’re stocking up or grabbing a quick fix.
Same bold flavors, now easier to find.
Aespa Brings the Energy
Nongshim’s collaboration with Aespa is a perfect match. Known for their bold sound and striking style, the group brings a fresh, high-energy vibe that pairs effortlessly with Nongshim’s signature heat.
It’s a fun, exciting crossover of food and pop culture—made even better with Aespa’s own take on “Spice Up Your Life,” adding an extra spark to the campaign.
Introducing Shin Toomba
There’s also something new to get excited about: Shin Toomba.
This modern stir-fry twist on Shin Ramyun delivers the brand’s signature spice, now wrapped in a rich, creamy sauce. It starts bold, finishes smooth, and hits that perfect balance of indulgent and satisfying. If you’re looking for something quick but packed with flavor, this one’s a must-try.
“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.”
Nongshim products are now widely available in supermarkets and convenience stores nationwide—so your next noodle fix is never far away. Whether you’re all about the heat or prefer something milder, from comforting noodle soups to flavorful stir-fry, there’s a flavor waiting for you.
For the latest updates, follow Nongshim Philippines on Facebook: https://www.facebook.com/nongshimph
