This summer in Seoul, the banks of the Han River were alive not only with swimmers and families seeking relief from the heat, but also with the aroma of steaming noodles. The city-operated outdoor swimming pool at Yeouido turned into an unlikely stage for one of South Korea’s favorite comfort foods: instant ramen.
According to a September 2 report from Newsis, sales data from the Han River outdoor pools revealed a surprising statistic—nearly 45 percent of all ramen sold was from Samyang Foods. What began as a simple food stall offering cups of hot noodles became the season’s most popular snack.
A Poolside Picnic With a Twist
Samyang built a themed booth at six Han River pools, recreating a ramen experience that was equal parts snack shop and social space. Long communal tables, shaded umbrellas, and the company’s iconic “fire chicken” branding gave swimmers and families a place to rest, recharge, and, most importantly, eat.
It wasn’t just about noodles. Visitors could play mini-games, join in poolside events, and walk away with prizes ranging from water bottles to summer tote bags. Free samples of Samyang’s famous buldak sauce—an export hit around the world—were also handed out, giving both young and old a chance to test their spice tolerance under the summer sun.
Why Ramen Resonates
The popularity of ramen in this setting is not only about taste. It’s about memory. For many Koreans, instant noodles are tied to student days, late-night study sessions, camping trips, and the warmth of shared bowls with friends. Eating ramen outdoors, by the Han River, adds a layer of nostalgia and romance. It turns a simple meal into an experience, one that feels both familiar and festive.
As Samyang’s marketing director put it: “We wanted citizens to feel a sense of connection at one of Seoul’s most beloved summer landmarks.” In many ways, the steaming cups of ramen became symbols of community, where strangers could share a table and laughter over something as humble as noodles.
Marketing Beyond the Pool
The campaign went beyond just booths. Social media challenges encouraged visitors to post photos of their ramen by the river, tagged with branded hashtags. These posts rippled across Instagram and TikTok, amplifying the brand’s presence far beyond Seoul. Newsis noted that this blend of offline experience and online buzz helped reinforce Samyang’s image as both friendly and adventurous.
A Reflection on Simple Pleasures
There’s something deeply human about the way food can anchor our summer memories. While cities chase high-tech spectacles and festivals grow ever larger, it was a cup of ramen—costing only a few thousand won—that quietly stole the show this season.
It reminds us that connection does not always require grand design. Sometimes, it’s found in the warmth of broth, the curl of noodles, and the laughter of people sitting shoulder to shoulder by the water’s edge.
As autumn approaches, the Han River will quiet, the pools will close, and the noodle stalls will disappear. But for those who slurped a hot bowl under the blazing August sky, this summer will be remembered less for the heat and more for the taste of ramen by the river.
