All Photos By Gail

The Summer Fancy Food Show is so massive that it really takes all three days just to scratch the surface — and honestly, even that isn’t enough time. Since I can usually only attend on Sunday and Monday, I have to make every minute count. One booth stood out so much that it deserves a post of its own: Shin Ramyun, the iconic Korean ramen brand (and yes, that’s how they spell “ramen!”).

Designed to resemble an airport terminal, the booth was one of the most immersive experiences at the show. There was a smooth production line of staff preparing steaming bowls of ramen, dedicated dining areas, fun giveaways, an adorable mascot, and —most importantly—a truly delicious product. Shin Ramyun didn’t just have one of the busiest booths at the show; it had one of the best.

Worth Coming Back For

I first stopped by the booth on Sunday, but it was so popular that staff actually paused the line for about thirty minutes so they could serve everyone already waiting before accepting new guests. That’s when I knew I needed another strategy.

The next morning, I arrived shortly after the show opened at 10:00 AM and headed straight for the Shin Ramyun booth. This time I was among the first in line — and the experience was absolutely worth the early start. Here’s how it all worked.

Customers first selected which variety of Shin Ramyun they wanted (vegetarian, beef, etc) before receiving a clever “boarding pass” and passport that functioned like a menu. Next came the toppings, where you chose your favorite additions and received an official passport stamp documenting your selections. It was a simple but charming touch that perfectly fit the airport theme.

Before moving on, each guest received a tray with their dry ramen bowl, a package of  snacks (you could choose from a selection of three), and a souvenir Shin Ramyun luggage tag to take home. Super fun!

The Ramen Assembly Line

The preparation area worked like a well-oiled machine. At the first station, staff confirmed your topping choices and added tasty  ingredients to your bowl of dry noodles. At the next station, another representative carefully poured in hot water before stirring the noodles by hand over the course of several minutes.

While this careful preparation occasionally slowed the line, it also guaranteed that every bowl was cooked properly instead of simply handing guests a cup of hot water and sending them on their way. Sometimes a little patience really does pay off.

The booth itself was beautifully designed, with graphics and displays explaining each stage of the process while sharing the history of the brand. It transformed what could have been a simple food sample into a memorable experience.

An Airport Lounge… for Ramen

Once my ramen was ready, I had a choice of eating at one of the standing tables masquerading as a giant cup of ramen or finding another spot to relax. I wandered around to the opposite side of the booth, where Shin Ramyun had recreated a stylish airport lounge for meetings between company representatives and food buyers. Because it was still early in the morning, the space was quiet, and one of the sales representatives kindly invited me to enjoy my breakfast there while she finished some paperwork.

As we chatted, she explained that although Shin Ramyun has long been one of South Korea’s best-known instant noodle brands, the company is continuing to expand its presence in the United States. Judging by the crowds at the booth, I’d say they’re off to an excellent start.

A Surprisingly Perfect Breakfast

I have to admit that ramen isn’t normally my first choice for breakfast, but after a few bites, I couldn’t stop eating. Each package includes a separate seasoning packet so you can customize the spice level. Since I’m not usually a fan of very spicy foods, I only added a small sprinkle. That was just enough to give the broth a gentle kick without overwhelming the rich, savory flavor.

The noodles cooked beautifully, the toppings softened perfectly, and the broth was deeply satisfying. Even without adding much of the spice packet, the ramen had plenty of flavor.

This wasn’t just a sample cup of instant noodles — it genuinely felt like a thoughtfully prepared meal, presented in a way that elevated the entire experience. For a show called the Summer Fancy Food Show, Shin Ramyun certainly lived up to the “fancy” part.

The Story Behind Shin Ramyun

Shin Ramyun was introduced in 1986 by Korean food company Nongshim, which was founded in Seoul in 1965 and has grown into one of the world’s largest instant noodle manufacturers. The word “Shin” carries a double meaning: it refers to the company’s founder, Shin Choon-ho, while also meaning “spicy” or “hot” when written with a different Chinese character—a fitting name for the brand’s signature bold, beefy broth.

Today, Shin Ramyun is sold in more than 100 countries and has become one of South Korea’s most recognizable food exports. While instant noodles are often associated with convenience, Shin Ramyun has built its reputation on a richer broth, springy noodles, and customizable spice level that have earned it a devoted global following

Final Thoughts

After experiencing the booth — and polishing off every last noodle — I can enthusiastically  recommend giving Shin Ramyun a try. Whether you’re already an instant ramen fan or simply looking to upgrade your pantry with something more flavorful, it’s easy to see why this Korean favorite has become an international success. Between the imaginative airport-themed booth, the friendly staff, and one of the tastiest samples I enjoyed all weekend, Shin Ramyun delivered one of the standout experiences of the 2026 Summer Fancy Food Show!