From Standardization to Glocalization: The Global Strategy Evolution of Nongshim’s Shin Ramyun

Q: What does this research mean for the field?

A glocal strategy that balances core brand identity with local market adaptation is essential for sustaining competitive advantage during global expansion, as evidenced by the strategic evolution of Nongshim's Shin Ramyun. Novelty: ClaimNovelty.INCREMENTAL. Consensus alignment: ConsensusAlignment.NEUTRAL.

Ho-Taek Yi; Yeonsung Jung

doi:10.17287/kbr.2026.30.3.181

August 31, 2026Korea Business Review

From Standardization to Glocalization: The Global Strategy Evolution of Nongshim’s Shin Ramyun

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Key Points

To analyze the strategic evolution and market expansion mechanisms of Nongshim's Shin Ramyun across global markets.
Conducted a qualitative strategic business case analysis examining the international expansion trajectory of Nongshim's Shin Ramyun.
Tracked the operational transition from an initial standardized export approach to an adaptive glocalization strategy across diverse consumer markets.
Standardization initially drove rapid international market penetration and established brand equity by leveraging the product's distinctive spicy flavor identity.
Emerging consumer heterogeneity, health-conscious dietary trends, and heightened local competition exposed the limits of a purely standardized offering.
Transitioning to glocalization through portfolio diversification and localized digital communication expanded global brand reach while preserving core identity.

Implication

Case study reveals how shifting from standardization to glocalization expands global market influence for food brands, indicating the value of balancing core identity with local adaptation.

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Cite This Study

Yi et al. (2026) studied this question.

synapsesocial.com/papers/6a993612636c6408cfa7ee6b https://doi.org/10.17287/kbr.2026.30.3.181

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From Standardization to Glocalization: The Global Strategy Evolution of Nongshim’s Shin Ramyun

Key Points

Implication

Abstract

Discussion

Cite This Study

From Standardization to Glocalization: The Global Strategy Evolution of Nongshim’s Shin Ramyun

Key Points

Implication

Abstract

Discussion

Cite This Study

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