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Introduction

Nongshim Co., Ltd., a South Korean multinational food and beverage company, is headquartered in Seoul, South Korea. Founded in 1965 as Lotte Food Industrial Company, it was renamed Nongshim in 1978.

As the largest instant noodles and snack company in South Korea, Nongshim reported assets of 2.57 trillion won and sales of 2.81 trillion won at the end of 2015. The company operates 11 factories globally, with subsidiaries both domestically and internationally, serving over 100 countries. The company is chaired by Shin Dong-won, the son of founder Shin Choon-ho.

Problem

Nongshim, Korea's leading noodle brand, sought to introduce their new product, "Shin Stir Fry" noodles, to the Indian market. Recognizing the potential for significant market growth in India, Nongshim aimed to make a substantial impact with this product launch.

However, the challenge lay in creating an engaging and high-impact launch event that would attract a large audience and generate widespread interest and excitement. Nongshim needed a strategy to effectively capture the attention of the Indian consumer base, leveraging the brand’s reputation while ensuring the new product resonated with local tastes and preferences. The goal was to not only attract a substantial number of attendees but also to achieve a strong market penetration and brand recognition through the launch event.

Solution

Rishiraj Media organized the launch event for Nongshim Shin Ramyun's new product, "Shin Stir Fry" noodles, at Select City Walk in Saket on 6th June 2022. For this event, we had the pleasure of inviting 10 prominent food influencers, each boasting more than 500k followers. Their participation was instrumental in making the event a massive success. With their extensive reach and influence, we achieved an unprecedented milestone of 10 million views and 1 million shares.

The event generated significant buzz and was covered daily by these food influencers and vloggers, ensuring constant engagement and excitement. This continuous coverage not only amplified our reach but also showcased the event to a diverse and enthusiastic audience, making it one of our most impactful events to date.

A large LED screen displayed promotional content, attracting potential buyers, while event staff wore customized t-shirts with the hashtag #wakeupyourspiceinstincts to increase visibility. The event garnered significant coverage from food bloggers and publications like LBB, further amplifying its reach.

The launch event was a comprehensive success, attracting thousands of visitors daily, boosting brand visibility, and generating positive consumer feedback. The strategic blend of cultural elements, interactive activities, and social media integration exemplified an effective product launch strategy, establishing a strong brand presence in the Indian market.

Conclusion

The launch event for Shin Stir Fry noodles by Nongshim, executed by Rishiraj Media, was a comprehensive success. Through strategic planning, engaging activities, and effective use of media, the event not only introduced the product to the Indian market but also established a strong brand presence and consumer connection. The blend of cultural elements, interactive games, and social media integration exemplified an effective product launch strategy in a competitive market.