Nongshim Floats Six-Metre Shin Ramyun Cup Down the Thames

The installation, which featured oversized chopsticks and simulated rising steam, traveled from the Royal Docks to showcase the brand's new campaign slogan: "Work done. Day done. SHIN ME." By lighting the structure after dark, the company aimed to replicate the visual appeal of a freshly prepared, spicy bowl of noodles against the city’s historic skyline.

Beyond the river spectacle, the campaign promotes the "SHIN TO WIN" sweepstakes, which runs through major retailers such as Tesco, B&M, and Sainsbury’s. Consumers purchasing multipacks of Shin Ramyun, Toomba, or Kimchi varieties can access scratch cards for cash prizes up to £5,000. This 12-week promotion, concluding October 31, seeks to convert the novelty of the Thames installation into sustained retail engagement. A company spokesperson described the river route as the perfect intersection of iconic landmarks and the everyday urban grind, positioning the product as a deliberate pause for busy Londoners.