Ottogi Co. is leveraging K-pop star power to boost its international instant noodle business, announcing a partnership with Jin of BTS to represent the company’s “Jin Ramen” brand globally.
The South Korean food manufacturer will feature the pop idol on redesigned packaging for both bowl and cup products starting next month. The company plans to distribute the Jin-branded products across major markets including the United States, Canada, China, Vietnam, and Indonesia.
To capitalize on Jin’s popularity, Ottogi is adding collectible seal stickers to multi-packs of Jin Ramen sold domestically. The limited-edition stickers feature Jin’s handwriting and his self-created character “Wootteo,” which the artist developed for his 2022 solo single “The Astronaut.”
The collaboration comes as Ottogi seeks to expand its footprint in the competitive global instant noodle market. The company recently displayed Jin Ramen at the Winter Fancy Food Show 2025 in Las Vegas, America’s largest specialty food exhibition.
Ottogi has emphasized English-language branding on the new packaging to appeal to international consumers, with company officials indicating the partnership aims to enhance communication with overseas customers.
The instant noodle segment has seen increased competition in recent years as Asian food brands expand globally, with K-pop celebrities becoming increasingly valuable marketing assets for Korean companies seeking international recognition.
Analysts will be watching whether the association with one of K-pop’s biggest stars can help Ottogi gain market share against established global players in the instant noodle category.
