London’s Taste Festival Pop Up

Full service and creative advertising agency BMB, has created a Korean inspired pop up at London’s Taste Festival, to bring SHIN RAMYUN, Korea’s most loved noodle brand, to the UK.

Running until 21 June, the pop up aims to bring the backstreets of Seoul to Regents Park, hoping to gain a new legion of fans for Korea’s most loved noodle brand.

Designed as a celebration of K Culture, the pop up is giving vistors to Taste festival in London’s Regent Park the opportunity to taste two flavours – original SHIN is soup-based, and Toomba is noodle-based. As well as games, music and a whole lot of Korean spicy happiness.

The activity also includes retail DOOH and ad vans running in proximity to the festival, hero-ing the two core products. The media was planned and booked by media agency, December19.

SHIN RAMYUN is a globally renowned brand of instant ramyun produced by South Korean food company Nongshim. Famous for its premium wheat noodles and spicy, flavourful broth, it is an essential staple of Korean instant food culture. The range is identifiable by its iconic red and black packaging while the Hanja character "辛" means "spicy". The range includes Shin Ramyun Black (featuring a rich, creamy broth), Shin Ramyun Red (extra spicy), Shin Light (air-dried noodles), and newer stir-fry variations like Toomba (spicy and creamy).

“SHIN RAMYUN is a household name in Korea, but not yet widely known in the UK,” said Matt Bonny, Managing Partner at BMB. “We wanted to create an experience that gives Taste Festival goers a little insight into everything that makes SHIN so popular and hopefully turn them into superfans as well.

“Experiential marketing turns passive viewers into active participants, and we felt it was really important to give people the chance to actually taste the brand. Unlike a more traditional advertising campaign, we hope that this approach will cut through and help drive sales, closing the gap between discovering the brand and purchasing it,” he said.

Taste London is back for five days in London from 17th June in Regent’s Park, featuring superstar chefs, fashionable restaurants and next-level bars. Describing itself as the ultimate celebration of food and drink in London, it also offers cooking classes with Michelin starred chefs, cocktail masterclasses and live entertainment.