Nongshim intensifies efforts to lure younger Koreans into eating instant noodles

South Korean instant noodle maker Nongshim Co. opened a Shin Ramyun cafeteria popup store in Seongsudong, Seoul to attract young consumers who are reducing their ramyeon consumption.

At the pop-up store, visitors can select the degree of spiciness and the type of noodles and flakes in preparing their ramyeon.

Nongshim also released a limited edition of the instant cup noodle product Shin Ramyun Zepeto, which was based on the most popular recipe in a contest at the Zepeto popup store.

As of last year, the share of those who enjoy cooking and eating ramyeon among those younger than 20 remained at just around 10 percent, far lower than 36.6 percent for those in their 50s or older and 26.6 percent for those in their 40s, according to a survey by the Korea Agro-Fisheries & Food Trade Corp.l.