Nongshim has partnered with renowned Thai chef Jay Fai to launch co-branded Shin Ramyun instant noodles, available exclusively in Thailand. The new Nongshim x Jay Fai range comprises two exciting flavours: Shin Ramyun Tom Yum and Shin Ramyun Tom Yum Stir Fry.
This collaboration has generated significant consumer interest, merging the beloved Korean instant noodle brand with Jay Fai’s renowned culinary expertise. It represents a strategic localization move by Nongshim, aiming to expand its market reach within Thailand and attract foreign tourists.
According to Nongshim, the move to introduce Nongshim x Jay Fai is to open up the premium instant noodle market in Thailand, which is currently dominated by mass-market products.
