2024-01-19 05:40:20
Nongshim is changing its copy, ‘A man who cries’, which has been used since the launch of Shin Ramyun in 1986, for the first time in 38 years. The photo is part of a Nongshim Shin Ramyun TV commercial that aired in 1997. / Nongshim
‘Nongshim Shin Ramyun that makes men cry.’ Nongshim changes Shin Ramyun’s representative copy for the first time in 38 years. It reflects the trend of changing times, moving away from gender stereotypes.
Nongshim announced on the 19th that it will replace the copy of its flagship product Shin Ramyun. In Shin Ramyun’s new TV commercial, a new phrase was used: ‘Shin Ramyun that makes a man cry’ instead of ‘Making a man cry’.
The copy ‘Nongshim Shin Ramyun that makes a man cry’ came out in 1986 when Shin Ramyun was launched. It is known that the late Nongshim founder and Chairman Shin Chun-ho named the product ‘Shin Ramyun’ after his last name and even made the copy himself.
The time when this copy appeared was a time when gender stereotypes such as ‘Men should cry only three times after birth’ and ‘Men should be courageous’ were strong. The phrase containing the image of a dish spicy enough to make even strong men cry was imprinted on consumers, and Shin Ramyun became a hit. Top stars of the time, including Choi Soo-jong, Choi Min-sik, Yoo Hae-jin, Song Kang-ho, Park Ji-sung, and Park Hyeong-sik, appeared in the advertisement and shouted the slogan, “Nongshim Shin Ramyun that makes a man cry.”
Nongshim is changing its copy, ‘A man who cries’, which has been used since the launch of Shin Ramyun in 1986, for the first time in 38 years. The photos are Nongshim Shin Ramyun advertisements broadcast in 1998 and 2003./ Nongshim
However, in the recent Shin Ramyun advertisement in which Son Heung-min appeared as a model, the copy ‘making the world cry’ was emphasized more than the phrase ‘making a man cry’. Furthermore, they decided to no longer use the word ‘man’ in the new advertisement.
Regarding the analysis of whether the replacement of the copy reflects social changes in gender perception, Nongshim said, “The intention is to create an advertisement that touches the entire consumer rather than simply a man or a man.”
Nongshim Shin Ramyun’s new advertisement screen./Nongshim
In the new advertisement, ordinary models appear instead of famous celebrities to emphasize the familiarity and everydayness of Korea’s representative ramen. Meanwhile, this advertisement will be aired for the first time on the 20th with the theme ‘Ramen that fills life with deliciousness.’ Starting next month, four parts will be released one by one, including Shin Ramyun to enjoy while camping with your family, Shin Ramyun to soothe your stomach the day after a company dinner, Shin Ramyun to eat with friends, and Shin Ramyun to enjoy comfortably in your own space.
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