Han River in NYC
Creating Cultural Connections
Founded in 1965, Nongshim has spent more than five decades sharing Korean culture with the world through its iconic SHIN RAMYUN and expansive portfolio of noodles, snacks, and beverages. One of the brand’s most beloved traditions is the simple joy of enjoying instant noodles along Seoul’s Han River—a ritual that brings friends and families together against a scenic urban backdrop. To celebrate this cultural phenomenon internationally, Nongshim set out to recreate the Han River experience in New York City, inviting both homesick locals and new audiences to enjoy a true “Taste of Seoul” as part of its “It’s Time for K-Culture” initiative.
Partnering with HSAD and the Korean Culture Center, Jack Morton brought the vision to life with an immersive pop-up modeled after a traditional Korean convenience store, stocked with SHIN RAMYUN and other signature varieties. Guests selected their noodles, customized them with toppings at interactive cooking stations, and dined in a space designed to echo the communal spirit of the Han River. From browsing shelves to capturing photos of steaming bowls, the activation delivered a fully participatory, culturally authentic experience—transporting visitors from midtown Manhattan to the heart of Seoul while energizing Nongshim’s presence in the U.S. market.
THE IMPACT
Jack Morton’s thoughtful design perfectly embodied the essence of the Korean convenience store aesthetic and integrated flawlessly into the Korean Culture Centre’s space during the activation. With its creative execution and attention to detail, the pop-up successfully brought a slice of Seoul to NYC, delivering an unforgettable cultural and culinary experience.
The response was overwhelmingly positive. Nongshim was thrilled with the design and execution, expressing immense gratitude for Jack Morton’s dedication and vision. The collaboration exceeded expectations, showcasing the strength of a partnership focused on authenticity and innovation.
The activation garnered widespread attention, drawing both media coverage and enthusiastic crowds. The buzz was palpable, with lines stretching out the door as eager participants waited to experience this unique event. By blending tradition with modern storytelling, the pop-up not only celebrated Nongshim’s heritage but also cemented its appeal to a diverse audience in the U.S. market.
