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Author: 남연재

  • Nongshim Partners with aespa for Global Shin Ramyeon Campaign

    Nongshim has appointed aespa as the first global ambassador for Shin Ramyeon.
    With this collaboration with a leading global K-pop group, the company aims to promote its global slogan “Spicy Happiness In Noodles” worldwide.

    Nongshim explained that aespa’s image, known for transmitting energy through music, aligns perfectly with the Shin Ramyeon brand values. They also pointed out that aespa has naturally referenced Nongshim products since 2021, which positively influenced the decision.

    The first global Shin Ramyeon advertisement was produced in a music video style, breaking away from the usual format.
    The ad visualizes the unique spicy joy of Shin Ramyeon through aespa’s performance and vocals, showing consumers around the world enjoying the noodles with happiness. The ad’s ‘Shin Ramyeon dance’ adds fun by reinterpreting actions such as opening the ramen package, pouring water, and preparing chopsticks as part of the choreography.

    This advertisement will be digitally distributed mainly in key export markets such as the United States, China, Japan, Europe, and Southeast Asia.

  • Granola Core Dominates Korean Winter Fashion, Says KREAM

    According to new data released by the fashion resale platform KREAM, the “Granola Core” trend has emerged as one of the strongest fashion shifts this winter based on a comparison of transaction records from October 2024 and October 2025. The term refers to a style inspired by natural, health-focused outdoor living—essentially, the look of someone who “seems like they eat granola.”

    KREAM’s October trend report shows that padded outerwear transactions rose by 108 percent year-over-year, while windbreakers increased by 28 percent. The early cold season, combined with the rise of Granola Core styling, has driven significant growth for outdoor brands such as The North Face, Arc’teryx, Salomon, and Montbell. The North Face, in particular, saw its transaction volume surge by 253 percent, dominating half of the top 10 padded jacket rankings with models like the Ventus, Wave, and Matiere gaining balanced popularity.

    Nature-inspired color palettes also saw heightened demand. The “Sansangear Surfex Puffer Jacket Gray” traded at a 335 percent premium compared to its original retail price. Beanies have likewise become essential styling items, with transactions among teenage male users rising by 41 percent, signaling a clear generational spread.

    A KREAM spokesperson noted that Granola Core has evolved beyond a passing trend to become a new fashion movement that merges nature and practicality, projecting that related items will continue to perform strongly.

  • Im Si-wan Announces First Solo Mini Album, The Reason, for December Release

    Im Si-wan, the first artist under SM Entertainment’s new music label SMArt, is set to release his first-ever solo mini album.

    Titled The Reason, the album features five tracks of varying moods, including the title track of the same name, and will be released in full on December 5 at 6 p.m. KST across major streaming platforms.

    The project marks a significant milestone for Im Si-wan, who has built a wide-ranging career as an actor through numerous acclaimed works. This album is his first solo release since debut, showcasing his personal musical taste and nuanced emotional expression. Fans are expected to discover a new side of him as a solo artist.

    The Reason will also be available in physical format starting December 5, with pre-orders opening on the 17th at both online and offline music retailers.

  • KPop Demon Hunters Announces Seoul Pop-Up Dates and Exclusive Merch

    The Netflix animated feature KPop Demon Hunters has unveiled the full lineup of official merchandise that will be available at its Seoul pop-up store.

    The pop-up will showcase a wide variety of items inspired by key characters from the film, including HUNTR/X and Saja Boys. Highlighted products include Duppy & Seo plush dolls and keyrings, apparel and accessories, K-pop–style goods such as random photocards, photocard holders, and collect books, as well as CD keyrings featuring themed artwork. Several items will be offered exclusively as Seoul pop-up limited editions.

    The official Seoul pop-up will run from December 4 to 28 in Seongsu-dong. Pre-reservations open on November 18 at 11 a.m. through the official fan community, while general reservations begin on November 20. Each reservation allows entry for the ticket holder plus one accompanying guest.

    In addition, an online pre-sale will be available from November 25 at 11 a.m. until midnight on November 30 through the film’s official fan community. Online buyers may collect their purchases on-site using the “pickup at venue” option. Direct in-store purchases will also be available starting December 4.

  • NewJeans Members Fully Return to Ador After Dispute

    After a period of conflict with their agency, Ador, all members of the girl group NewJeans have expressed their intention to return to the agency.

    Ador announced on the 12th that members Haerin and Hyein had communicated their decision to return and continue their activities. The agency explained that the two members, after careful consideration with their families and thorough discussions with Ador, had decided to respect the court’s ruling and abide by their exclusive contracts.

    Following this, the remaining members, Danielle, Hanni, and Minji, also communicated their intention to return. They stated, “One member is currently in Antarctica, so the message was delayed, but since we have not received a reply from Ador, we are informing you separately. We will continue to bring our sincere music and performances.”

    Their return comes one year after they announced the termination of their exclusive contracts, expressing solidarity with former Ador CEO Min Hee-jin.

  • G-STAR 2025: The Biggest Gaming Exhibition in Korea Begins

    The highly anticipated G-STAR 2025 kicks off today and will run for three days at BEXCO in Busan.

    This year, G-STAR is themed “Expand Your Horizons,” featuring 1,273 gaming companies from 44 countries and 3,269 exhibition spaces, making it the largest gaming exhibition in Korea. The event is welcoming gamers from around the world.

    Major gaming companies such as NCSoft, Netmarble, Krafton, Google Korea, Webzen, and Gravity are participating as main sponsors, unveiling their latest titles. Notably, global game companies including Blizzard Entertainment, Sega, Atlus, Bandai Namco Entertainment, and Warhorse Studios are making a comeback to G-STAR after 13 years, meeting excited fans.

    In the second exhibition hall, G-STAR Indie Showcase 2.0: Galaxy will be displayed, along with events such as G-CON, the G-STAR Cup 2025, and a cosplay award ceremony.

    At G-CON, renowned creators such as Yuji Horii (Designer of Dragon Quest series), Taro Yoko (Director of NieR: Automata), and Seonghyun Byun (Director of Good News film) will discuss creative language and storytelling in depth.

  • iPhone Pocket Criticized for High Price and Lack of Functionality

    Apple’s limited-edition accessory, the “iPhone Pocket,” created in collaboration with Japanese designer Issey Miyake, has received widespread criticism worldwide.

    The product is a minimalist pouch accessory designed to hold an iPhone and other small essentials. It can be worn as a wrist strap, crossbody bag, or attached to another bag. Apple has marketed it as “the most beautiful way to carry your iPhone,” emphasizing its craftsmanship and design by Issey Miyake.

    However, the price and practicality have become major points of contention. The short strap version is priced at $149.95 (around 22,000 KRW), and the long strap version is $229.95 (around 34,000 KRW), which has sparked negative reactions.

    On social media in Korea, users have criticized the product with comments like “A piece of fabric costing over $200,” “It looks completely impractical,” “I could probably find this at Daiso for 2000 KRW,” and “I’d rather just put my phone in my pocket than spend 300,000 KRW on that.”

    Social media consultant Matt Navarra told BBC, “Apple has focused its pricing strategy on form, branding, and exclusivity rather than functionality,” adding, “While this strategy is common in collaborations with luxury brands and designers, most consumers feel that Apple is testing the limits of brand loyalty.”

  • BBQ, bhc, and Kyochon Bet Big on Burgers as Market Grows

    Korea’s major chicken franchise brands are turning their attention back to the burger market, responding to shifting consumer trends amid rising food prices.

    As dining costs soar and solo dining becomes more common, leading chicken franchises — including BBQ, bhc, and Kyochon — are diversifying their menus to appeal to value-conscious consumers. Though current offerings remain in a test phase, the companies plan to expand based on market reactions.

    bhc has launched three limited-edition chicken burgers at its Gaepo Zaisequare branch in Seoul, selling around 70 units per day. Kyochon F&B recently opened a deli-style brand called Sosit at its Pangyo headquarters, offering chicken burgers and sandwiches that attract roughly 200 daily visitors. Both brands currently operate their burger menus at single locations but are considering expansion depending on performance results.

    Industry analysts note that the move reflects optimism about the burger market’s growth potential. According to Euromonitor, Korea’s burger market is expected to expand from 2.3 trillion won in 2015 to 5 trillion won by 2025. Rising dining costs, the rise of solo dining culture, and changing perceptions toward burgers are driving the shift — and analysts predict chicken franchises will contribute to market growth rather than intensifying competition.

  • Sleeqsteel Enters Egyptian Market, Eyes Global Expansion

    Korean eyewear brand Sleeksteel has signed an MOU with Baraka Group, marking its entry into the Egyptian market.

    Baraka Group started in 1979 as a wholesale eyewear business and has since expanded into fashion retail and e-commerce, distributing eyewear brands across the Middle East and Africa.

    Sleeksteel is a premium eyewear brand with a 100% domestic production system and has experience in outsourcing production for brands such as Ray-Ban and Gentle Monster.

    Ahmed Ragab, Chairman of Baraka Group, stated, “Sleeksteel is a brand that combines design, functionality, price competitiveness, and its own production infrastructure, and we plan to actively support its store openings, OEM/ODM cooperation, and trade expansion.”

    The CEO of Sleeksteel commented, “This agreement will serve as an opportunity for Korean products to gain recognition in the global market,” and projected exports of around 200 billion KRW over the long term.

    Additionally, Sleeksteel plans to launch a premium eyewear manufacturing service called GEMS (Global Eyewear Manufacturing Service) in the second half of 2026. This platform will support reasonable pricing and small orders for domestic and international brands, aiming to produce higher-quality products than those made in China. The goal is to shift eyewear production demand from China back to Korea.

  • Seoraksan National Park Warns Against Illegal Climbing at 1275 Peak

    The Korea National Park Service has issued a public appeal urging hikers to refrain from entering Seoraksan’s 1275 Peak, emphasizing that the area is an officially restricted zone.

    Located along the Dinosaur Ridge, 1275 Peak is not part of the designated hiking trail, yet it has gained popularity on social media as visitors climb it to post photos from the summit. This has caused growing concern for park authorities. The rocky peak rises about 20 meters above the official route and lacks safety installations such as stairs or fixed ropes, making it a highly dangerous area. In September, a man in his 60s who went missing near the site was later found dead, and last June, a hiker in his 30s suffered injuries after falling from the ridge.

    On October 11, the Seoraksan National Park office posted an announcement on its official social media accounts, stating: “Seoraksan’s 1275 Peak is not a stage for ‘likes’ — it is a restricted area that needs protection, not selfies.” The park also urged users to delete all photos and videos related to the site to prevent further copycat visits and secondary accidents.