KeDeHun Presents a New Path for K-Food – U.S. Correspondence by Jay Lee (157)

"Nongshim Turns On-Screen Ramen into Reality… A Fan-Driven Launch

K-Food Emerging as the Core of Hallyu 3.0… Limited Editions Maximize Desire

Storytelling Marketing Linked to Content: A Model for Spreading K-Culture

By Jongchan Lee, CEO of J&B Food Consulting

Netflix’s animation K-Pop Demon Hunters (“KeDeHun”) has recently taken the world by storm, once again thrusting Korean cultural content into the global spotlight. But this time, it didn’t stop at entertainment. Nongshim seized the momentum, bringing the ramen featured on screen into reality.

Through a collaboration with KeDeHun, Nongshim launched a limited-edition “Huntrix Ramen Set.” This was more than just a product promotion—it became a cultural phenomenon. In the film, the Huntrix members share ramen together, a scene that captured the hearts of audiences worldwide. Fans even went so far as to submit custom design requests through Nongshim’s special-order service.

Nongshim announced that limited-edition products, including Shin Ramyun, Shrimp Crackers, and the soon-to-be-released “Shin Tumba Sauce,” would roll out globally starting in late August. This move represents not merely product expansion but a new pathway for spreading K-culture.

If K-pop and K-dramas led the first and second waves of Hallyu, this case shows that K-food is fast emerging as the centerpiece of the third wave. As KeDeHun became the most-watched film in Netflix history, it sparked global fascination with Korean culture. Scenes of characters bonding over iconic Korean dishes drew special attention.

What makes this collaboration remarkable is its perfect timing. Releasing the ramen right at the height of the film’s popularity—and in direct response to fan demand—was a brilliant marketing stroke. With packaging featuring Huntrix characters Lumi, Mira, Joy, the Lion Boys, and even the tiger mascot Duffy, the product became more than ramen—it became a collectible. The limited-edition release further fueled FOMO (Fear of Missing Out), driving consumer demand to new heights.

This case clearly illustrates the direction K-food should take. It’s not just about selling “delicious Korean food”—it’s about proving the power of storytelling marketing that connects food with cultural content.

What’s especially noteworthy is that this was not a one-sided export of culture. It began with voluntary engagement and requests from global fans, demonstrating true “two-way cultural exchange” and providing a sustainable model for K-culture’s growth.

Looking ahead, we can expect more Korean companies to enhance their global brand value through creative, culturally connected marketing like this.

Tags: #KeDeHun #K-Food #Ramen"

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