Nongshim floats 6-meter Shin Ramyun cup on London's Thames in brand campaign
In short
Nongshim said it floated a roughly 6-meter-tall Shin Ramyun cup sculpture along the River Thames in London, departing Royal Docks on the afternoon of Oct 6 local time and passing the London Eye and Big Ben. The company said the installation featured night lighting, oversized chopsticks and a steam effect, and carried its “Work done. Day done. SHIN ME” message. Nongshim also promoted its “SHIN TO WIN” retail coupon campaign in the UK and said it will attend the SIAL Paris 2026 food fair from Oct 17 to 21.
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Nongshim said it ran a brand campaign in which a Shin Ramyun cup sculpture about 6 meters tall was floated along the River Thames in London. The company said the sculpture departed Royal Docks on the afternoon of Oct 6 local time and moved along the river past London landmarks. Reports list the London Eye and Big Ben among the landmarks it passed, and one report also lists Tower Bridge. [ 1 , 2 , 4 ]
According to the company, the installation was fitted with night lighting and large chopsticks, and used an effect of steam rising as if hot noodles were inside, to draw attention. Nongshim said the campaign carries the message “Work done. Day done. SHIN ME,” presenting Shin Ramyun as a way to unwind in one's own space after a day's work. [ 2 , 4 ]
The rear of the sculpture promoted “SHIN TO WIN,” a UK consumer promotion in which scratch coupons are placed in Shin Ramyun multi-packs sold at Tesco, B&M and Sainsbury's, with prize money paid to winners. The promotion runs until Oct 31. A Nongshim official said the campaign is intended to give UK consumers a new brand experience of enjoying their own break with Shin Ramyun after a busy day, according to the company statement carried by the national news agency. [ 4 ]
Nongshim said it will also attend the SIAL Paris 2026 international food fair in France from Oct 17 to 21, where it plans to show Shin Ramyun and other main products. One Korean business outlet described the Thames location as an area visited by more than 38 million people a year, which the company cited for the campaign's reach among tourists and local consumers. [ 1 , 4 ]
Why it matters
The campaign is part of the Korean food maker's effort to build brand recognition for Shin Ramyun in the UK, where it says the Thames area draws more than 38 million visitors a year. Nongshim tied the stunt to a supermarket promotion running until the end of October and to a planned appearance at a major food trade fair in Paris, suggesting the UK and Europe are being treated as growth markets for its instant noodles.
Key facts
- Nongshim said it ran a brand campaign with a Shin Ramyun cup sculpture about 6 meters tall on the River Thames in London. [ 1 , 2 , 3 , 4 ]
- The sculpture departed Royal Docks on the afternoon of Oct 6 local time and moved along the Thames. [ 1 , 2 , 4 ]
- The company said the sculpture passed the London Eye and Big Ben; one report also listed Tower Bridge. [ 1 , 2 , 4 ]
- The installation included night lighting, large chopsticks and an effect of steam rising as if real noodles were inside. [ 2 , 4 ]
- Nongshim said the campaign carries the message “Work done. Day done. SHIN ME,” about relaxing with Shin Ramyun after work. [ 2 ]
- The rear of the sculpture promoted “SHIN TO WIN,” a scratch-coupon promotion in Shin Ramyun multi-packs sold at Tesco, B&M and Sainsbury's, running until Oct 31. [ 4 ]
- Nongshim said it will take part in the SIAL Paris 2026 food fair in France from Oct 17 to 21. [ 4 ]
Confirmed by several sources
- Nongshim said it held a brand campaign using a Shin Ramyun cup sculpture about 6 meters tall on the River Thames in London. [ 1 , 2 , 3 , 4 ]
- The sculpture left Royal Docks on the afternoon of Oct 6 local time and traveled along the Thames. [ 1 , 2 , 4 ]
- The sculpture passed the London Eye and Big Ben. [ 1 , 2 , 4 ]
- The installation used night lighting, large chopsticks and a steam effect. [ 2 , 4 ]
Still unclear
- Whether the sculpture also passed Tower Bridge. Only one document lists Tower Bridge among the landmarks; the others mention the London Eye and Big Ben.
- How long the sculpture remained on the river and whether the display has ended. The documents describe the Oct 6 departure but give no end time for the display.
- Details of the campaign beyond what Nongshim announced. Most documents repeat the company's announcement, and one outlet's feed text did not contain campaign details.
What local media are saying
Timeline, local time
- The Shin Ramyun cup sculpture departs Royal Docks and moves along the Thames past London landmarks. [ 1 , 2 , 4 ]
- A Korean business outlet reports the campaign, citing the Thames area's visitor numbers. [ 1 ]
- The national news agency reports the campaign and the “SHIN TO WIN” promotion, citing a Nongshim official. [ 4 ]
- SIAL Paris 2026 food fair opens; Nongshim says it will take part through Oct 21. [ 4 ]
- The “SHIN TO WIN” scratch-coupon promotion in UK stores is scheduled to end. [ 4 ]