On October 13, Korean food brand Nongshim drew significant attention as a vendor at the “CicLAvia” event held near LA’s Chinatown. This marks the first time a Korean company has participated in the iconic LA event.
Nongshim engaged attendees by promoting its flagship product, Shin Ramyun, and offering gifts to participants who subscribed to its social media channels through various games. Reports indicate that Nongshim USA’s followers increased by several hundreds during the event.
The giveaways included branded tote bags, Shin Ramyun packets, and Nongshim logo badges. Some attendees queued multiple times to receive the sought-after tote bags. Families with children were also treated to snacks such as Shrimp Chips and Honey Twists, two other popular products from the company.
From 12 to 1 p.m., Nongshim hosted a Spicy Ramen Challenge where participants attempted to finish an enhanced version of Shin Ramyun—spiced with hot peppers—in under one minute. The fastest contestant completed the challenge in just 13 seconds, and a young student even asked for a second try. To ensure a positive experience for all, nearly every participant received a prize, reflecting the organizers’ concern about the dish’s spiciness.
A Chinese-American participant surnamed Hong, shared his excitement: “It wasn’t too spicy for me since I enjoy eating this ramen regularly. I’m happy I won a prize.” He added, “There are many ramen brands out there, but Shin Ramyun is my go-to.”
Another visitor, Bannaf, expressed his enthusiasm: “I eat Nongshim’s Shin Ramyun frequently, so when I heard they’d be here today, I had to stop by.” He also mentioned that, despite not speaking Korean, the product’s design made it easy to recognize. “Now I’ll always remember the name Shin Ramyun,” he added.
A Nongshim representative said, “It was a meaningful experience for us to participate in CicLAvia as the first Korean company. We had a great time connecting with the broader community.”
The event offered a variety of activities, including a performance by a young Chinese string quartet, a DJ set, and lively dances accompanied by music blasting from bike-mounted speakers.
Meanwhile, CicLAvia is a car-free street event held throughout LA, encouraging people to walk, bike, skateboard, or jog in open spaces. The October 13 event, themed “Heart of LA,” allowed residents to explore the area without the usual car traffic. CicLAvia, launched in 2010, has become a regular fixture across LA’s neighborhoods, showcasing the city’s landmarks.
The next CicLAvia event is scheduled for December 8 in the San Fernando Valley. For more details, visit the official website at https://www.ciclavia.org.
BY YOUNGNAM KIM [kim.youngnam@koreadaily.com]
