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Nongshim x
netflix k-pop demon hunters
service
Integrated Marketing Communications
client
Nongshim
overview
Orchestrated a high-profile brand takeover in Times Square, NYC. Blended digital storytelling with physical brand experiences. Successfully broadcasted Shin Ramyun’s 'Spicy Happiness in Noodles' to a global audience. Demonstrated excellence in large-scale event production and strategic communication.
timeline
Oct 2025
location
Times Square, NYC
People enjoyed the brand, not just the product.
Spicy Happiness In Noodles
impact
9.72M
DOOH MEDIA IMPRESSIONS
Delivery from two large-format Times Square screens
1.9M+
SOCIAL MEDIA IMPRESSIONS
257 Content created by NYC creators
4.5-5K
ON-SITE
ATTENDANCE
Based on tracked on-site sampling data
330K
FOOT TRAFFIC
EXPOSURE
Estimated Times Square pedestrian flow during the activation window
integrated marketing communication (imc)
Social Teaser Phase
Creator-Led IG Feed / Reels / Stories - 316,152 Impressions
ON-SITE BRAND EXPERIENCE
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High-volume DOOH ads
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Nongsim ramyun & snack tasting
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Kpop Demon Hunters-inspired dance battle
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K-pop random play dance
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Photo moments w/ character cosplayers & standees
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O2O (Online to Offline) QR code event
social recap & amplification
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Brand highlight reel (Produced by Urban Creator)
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Influencer Recap content - 1,607,315 Impressions
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Attendee UGC Sharing
