Joshua J. Kim

Joshua J. KimCreative Brand InnovationBrand PartnershipsBrand StrategyInfluencer MarketingSports/Field Marketing

Joshua J. Kim builds firsts: Nongshim's first U.S.-led brand, first TikTok Shop, and first central location tests.

  1. First U.S.-led brand$5M+in 6 months
  2. First TikTok Shop+1,900%e-comm sales
  3. First taste tests10+ CLTsmulti-state

Every shelf has an empty spot nobody noticed. I find it, cook up the brand that belongs there, and tell its story until shoppers, creators and partners all want a seat at the table. The data picks the recipe; I bring the flavor. Now leading brand innovation at Nongshim USA.

See the work Get in touch
$5M+First 6 months
  • $5M+ Ramyun Chef sales, first 6 months
  • +1,900% e-commerce growth
  • 151.8K+ TikTok Shop followers
  • 100M+ organic online impressions
  • 700K+ onsite consumers reached
  • 23,638 fans on Title Night

Nongshim USA · 2025 to now

Three company firsts

All Nongshim work
Friends sharing Ramyun Chef noodles
Brand & product innovation$5M+

Ramyun Chef

Nongshim's first U.S.-led brand, for shoppers who want ramyun without the heat.

See the case
Social commerce+1,900%

TikTok Shop

Nongshim's first social commerce channel and first affiliate program.

See the case
Consumer insights10+ CLTs

Central location tests

Nongshim USA's first multi-state taste tests, run with R&D.

See the case
Also at NongshimPartnership networkInfluencer marketingKPop Demon Hunters × ShinShin Ramyun at the OscarsLA Galaxy Title NightRetail partners

Before Nongshim · 2018 to 2024

Four industries, one marketer

My marketing skills are versatile and transfer easily from one industry to the next: health & wellness, biotechnology, financial services, beauty & skincare, and now food & beverage. Each role added a different skill: SEO, email marketing, performance marketing, celebrity campaigns, brand positioning, influencer marketing, and creative brand innovation.

Incellderm · Riman · Apr 2022 – Dec 2024

IncelldermMarketing Communications Manager

Ran multi-channel marketing for a premium Korean skincare brand: K-celebrity partnerships and ads, the main website and its SEO, email, and more than 1,000 marketing assets, working with Sales, Product and Design on every launch.

+150%Email click-through rate
+90%Email open rate
+40%Organic customer traffic
1,000+Marketing assets, plus 1,000+ survey data points turned into site copy
Brand filmScript & direction
Opening frame of the official Incellderm brand film Official IncelldermBrand film · TRY INCELLDERMBrand film · 3:03

Official brand film · 2023

I helped write the script and direct the film.

It tells the history and science behind Incellderm and the products the brand is built on, in three minutes.

Watch on YouTube
K-celebrity campaignsRiman brand campaign photography
  • Actor Won Bin in an Incellderm campaign photo
    Won BinIncellderm
  • Actor Kim Tae-hee in a Botalab campaign photo
    Kim Tae-heeBotalab
  • Actor Jun Ji-hyun in a Botalab Chouamel campaign still
    Jun Ji-hyunBotalab Chouamel
  • Actor Lee Young-ae in a Lifening collagen campaign photo
    Lee Young-aeLifening
  • Actor Oh Yeon-seo in an Incellderm campaign photo
    Oh Yeon-seoIncellderm

Campaign images © Riman Co., Ltd.

BridgeOne

2021 – 2024

Financial Professional & Marketing Designer

SpeakerPaid speaker at finance and business conferences
  • Built the core marketing and sales presentation decks used to grow company sales.
  • Ran financial analysis for clients and taught the basics: compound interest, taxes, business structures, the rule of 72.
Financial servicesSales enablementPublic speaking

TeloYouth

2020 – 2022

Brand Visionary & Consultant

+70%Brand engagement from new positioning
  • Built brand strategy with executive leadership for three product initiatives.
  • Kept 50+ campaign assets consistent across marketing, product and creative.
Brand positioningCreative direction

Healstem

2018 – 2022

Marketing Assistant Manager

5M+Impressions from partnership and influencer programs
  • Supported 25 health and wellness campaigns and onboarded 20 creators and ambassadors.
  • Ran 10 consumer events and webinars, and research across 500+ market data points.
Health & wellnessEventsInfluencers
What it adds up toCelebrity & IP partnershipsSEO & emailSales enablementBrand positioningEvents & influencersConsumer research

About

Joshua J. Kim

A CPG marketer who works where data, product and culture meet. I've built a brand, a sales channel and a research program that didn't exist at Nongshim before.

  1. 2025 – Present

    Nongshim USA · Marketing Management, Brand Strategy & Creative Brand Innovation

    Built Ramyun Chef ($5M+ in six months), launched the first TikTok Shop (+1,900% e-commerce sales) and ran the first multi-state CLTs. IP collaborations with Netflix (KPop Demon Hunters), aespa and AEG; LA Galaxy partnership; B2B campaigns for Costco, Sam's Club and Walmart.

  2. 2022 – 2024

    Incellderm · Marketing Communications Manager

    K-celebrity partnerships with Won Bin, Kim Tae-hee, Jun Ji-hyun, Lee Young-ae and Oh Yeon-seo. Email opens +90%, click-through +150%, conversion +15–20%, organic traffic +40%.

  3. 2021 – 2024

    BridgeOne Insurance Services · Financial Professional & Marketing Designer

    Paid speaker at finance and business conferences; built the marketing and sales presentation decks behind company sales growth.

  4. 2020 – 2022

    Teloyouth · Brand Visionary & Consultant

    Positioning for three product initiatives and 50+ campaign assets; brand engagement +70%.

  5. 2018 – 2022

    Healstem · Marketing Assistant Manager

    25 campaigns, 10 consumer events and webinars, partnership programs with 5M+ impressions.

Go-to-market strategyCreative brand innovationSocial commerceInfluencer marketingConsumer insights & CLTsSales forecastingSports & field marketingBrand partnerships & IPOOH & DOOHSEO / SEM / GEOTrade showsAI

Queens College, B.A. Communication and Media · St. John's University, Paramedic Certification & License

Recognition

Honored for the work

U.S. SenateCertificate of Recognition, for Nongshim
California State SenateCertificate of Recognition
Los Angeles MayorCertificate of Recognition
LA City CouncilLetter of Appreciation

Let's build the next first.

Emailjjkph121@gmail.com
LinkedInlinkedin.com/in/jjkph121
Based inIrvine, California

Nongshim USA · Marketing Management, Brand Strategy & Creative Brand Innovation

Three firsts in under two years

$5M+Ramyun ChefFirst U.S.-led brand +1,900%TikTok ShopFirst social commerce channel 10+ CLTsCentral location testsFirst CLT program
Four friends sharing Ramyun Chef dishes around a table
Brand & product innovationLead

Ramyun Chef

Nongshim's first U.S.-led brand, built for shoppers the company had never targeted: people who want ramyun without the heat.

$5M+

In sales within the first six months

Launched atKrogerH MartRoadshowsCostcoSam's ClubComing soonWalmart

The gap

Nongshim owns Korean spicy. Mainstream U.S. shoppers who don't want the heat had no Nongshim product made for them.

The move

Global flavors developed with R&D, Design and Sales and sold into the biggest club and grocery accounts.

The result

$5M+ in six months and the company's first brand aimed at the non-Korean, non-spicy ramyun segment.

Where the brand sits

Mild, global, and unclaimed

Nongshim's strength sat in one corner of the map. Ramyun Chef was designed for the opposite corner, with flavors drawn from Korea, Taiwan, Japan and the French-American kitchen, and no spice level to explain.

Tap either brand on the map.

Positioning sketch: Shin Ramyun sits in spicy, Korean-classic territory; Ramyun Chef sits in mild, global-flavor territory. WHITE SPACE ← MILD SPICY → GLOBAL FLAVORS ↑ ↓ KOREAN CLASSICS Shin Ramyun Korean spicy core RAMYUN CHEF non-spicy · global

Ramyun Chef. Mild, restaurant-style global flavors for shoppers outside the Korean spicy segment.

Positioning sketch, not to scale.

The line-up

Four kitchens, one brand

Ramyun Chef Beef Bulgogi pack
Inspired by Korea

Beef Bulgogi

Chewy noodles in a sweet-savory Korean marinated beef sauce, stir-fry style.

Bulgogi was once a dish for Korean royalty. Today it's the one that gathers the whole family at the table.

What I owned

Idea to shelf

  • Ideation & targeting: sized the non-spicy white space from consumer, sales and competitive data.
  • R&D flavor profiling: led CLT datapoints with R&D for flavor selection and launch readiness.
  • External market surveys on concept, brand and product.
  • Design & packaging alignment: messaging, flavor story and shelf impact.
  • Brand assets: Nongshim's first dedicated landing page made for a brand, brand surveys, and Nongshim's first QR code on packaging.
  • Retail go-to-market with National Sales for Kroger and H Mart.
  • Club roadshows at Costco and Sam's Club, with plans to launch Ramyun Chef in Walmart.

Launch runway

Built to keep growing

  1. 08.2025
    Ramyun Chef I central location test
    Consumer read on flavors before launch
  2. Launch
    Retail roll-out
    Kroger and H Mart, with Costco and Sam's Club roadshows; $5M+ in six months
  3. 02.2026
    TikTok Shop pre-launch
    Ramyun Chef is the first line on Nongshim's TikTok Shop
  4. 08.2026
    Ramyun Chef II CLT, English & Korean
    Next flavors, tested with two language groups
  5. 09.2026
    TikTok Shop official launch
    Nongshim's TikTok Shop officially launches, with Ramyun Chef on it
Top-down spread of Ramyun Chef dishes with Curry Chicken and Braised Beef packs
Friends eating Ramyun Chef noodles
Social commercePioneer & operator

Nongshim's first TikTok Shop

I took the company's first direct-to-consumer channel from concept to a verified official shop, and launched its first affiliate and influencer seeding program with measurable conversion.

+1,900%

E-commerce sales growth

+200%

Amazon store sales growth, driven by TikTok Shop

1st

Affiliate & influencer seeding program in company history

+$2M

2027 projectionProjected e-commerce revenue growth as more Nongshim lines go live

Live shop · 10.15.2026
151.8K+Followers
6,473Units sold
1,145Shoppable videos
4.5★Top seller: Beef Bulgogi, 1.7K sold
Visit the shop ↗

Launch log

From zero to blue check

Illustrative mockup; final-step figures from the live shop

Creators & affiliates

Ramyun Chef, viral on TikTok

100+affiliate videos6.3M+views135K+likes9top videos

More than 100 affiliate videos feature Ramyun Chef on TikTok; these are the top nine. Videos open on TikTok. View and like counts as of September 2026.

Running it

A full e-commerce business, one platform

Content hub

Shoppable video pipeline, product photography, review and approval, posting cadence.

Affiliate program

Creator sourcing and outreach, sample seeding, commission structures, open collabs.

Customer care

Inquiries, reviews, returns and refunds, shop health and ratings.

Shop marketing

Shop ads, promotions, flash deals, vouchers and campaign planning.

Logistics & fulfillment

FBT setup, replenishment, order flow, SKU and pricing, SCM and accounting reconciliation.

Analytics

Sales and conversion, unit economics by SKU, affiliate ROI, ad performance.

New product listings

The full listing template and data for every new Nongshim product on the shop.

Channel expansion

Partner agency management, Amazon and direct web, live selling next.

Consumer insightsLead, with R&D

First central location tests

Before a product reaches U.S. shelves, real consumers taste it. I built Nongshim USA's first multi-state CLT and external survey program with R&D, and turned the results into forecasts leadership could decide on.

Where we tested6 cities

Frame the question

Every test starts from a launch decision. With R&D, I define which flavor candidates go in front of consumers and what we need to learn before committing.

  • Flavor candidates from R&D profiling
  • Target shopper defined by the brand strategy
  • Launch-readiness questions agreed up front

Test log

Four of the 10+ tests

08.2025

Ramyun Chef I

The first Nongshim USA CLT. A read on the launch flavors for the new non-spicy brand.

Launch
05.2026

Bowl Noodles + Drumpop Snacks

Bowl noodles and Drumpop snacks, tested ahead of U.S. rollout.

NoodlesSnacks
06.2026

Wellness Noodle Fit

A better-for-you noodle concept checked against U.S. consumer expectations.

Wellness
08.2026

Ramyun Chef II

The next wave of Ramyun Chef flavors, fielded in two languages.

ENKO

How I report a consumer read

1,101 fans, one clear winner

The same discipline runs through field marketing. At LA Galaxy Title Night we sampled four products and surveyed fans on the spot. This is how the read appeared in the event recap.

Average rating by product1–5 scale · n = 1,101
Shin Ramyun
4.73
Shin Toomba
4.46
Shrimp Cracker
4.34
Banana Kick
4.32
79.6%

of fans gave Shin Ramyun a perfect 5, the highest share of any product sampled.

Source: Nongshim × LA Galaxy Title Night fan survey, 05.23.2026.

Influencer marketingYouTube, celebrity & Netflix

69M+ views, thirteen creator videos

Creator partnerships I worked on directly with the influencers: two long-form YouTube videos and eleven Shin Ramyun Shorts I directed. Together they passed 69 million views and 2 million likes, and sent viewers to Nongshim's website and to Walmart.

Long-form

2 videos · 5M+ views
Chef Joe Hou holding up a pack of Shin Ramyun in a restaurant kitchen I Asked Michelin Chefs How They Cook RamenDanny Kim · 3.4M subscribersLong-form · 17:35
3M+YouTube views (3,028,422)
41.2KLikes
1.4KComments
WalmartFive chefs elevate Shin Ramyun on camera. The video drove traffic to our retail partner Walmart, driving sales.
Two hosts in Nongshim America lab coats standing in front of shelves of Nongshim bowl noodles $1 Vs. $36 Instant RamenAndrew, Steven, and Adam · 553K subscribersNongshim segment · 1:06 – 9:22
2M+YouTube views (2,015,888)
47.5KLikes
989Comments
8:16Minutes of Nongshim on screen, a third of the video, filmed behind the scenes at Nongshim America. I was the creators' direct point of contact.

YouTube Shorts

11 Shorts · 64M+ views
Still from the Short “Upgrading Instant Ramen: Tomato Ramen by @choibites” by Danny Kim Upgrading Instant Ramen: Tomato RamenDanny Kim · Short · 2:00
64M+Combined views across eleven Shin Ramyun Shorts (64,633,487)
27M+Views on the top Short (27,851,964), from Danny Kim with chef Esther Choi
1.4MLikes on the top Short
2M+Likes across the eleven Shorts. Ten more below; tap any to play.
Still from the Short “Korea’s Viral Shin Ramyun Mayo Recipe” by Moon Can Cook Short · 0:15
14M

Korea’s Viral Shin Ramyun Mayo Recipe

Moon Can Cook · 14,387,416 views · 289K likes · 2,616 comments

Still from the Short “This Is How I Make Ramen” by Andy Cooks Short · 1:00
9.6M

This Is How I Make Ramen

Andy Cooks · 9,629,385 views · 399K likes

Still from the Short “How a Michelin Star Chef Makes Instant Ramen After Work” by The Drunken Sommelier Short · 0:52
4.6M

How a Michelin Star Chef Makes Instant Ramen After Work

The Drunken Sommelier · 4,653,855 views · 68K likes

Still from the Short “When She Wants Instant Ramyun” by POV Husband Short · 1:03
3.7M

When She Wants Instant Ramyun

POV Husband · 3,701,980 views · 114K likes

Still from the Short “Don’t Eat Shin Ramyun Until You Watch This” by Hailey Kim Short · 0:09
1.3M

Don’t Eat Shin Ramyun Until You Watch This

Hailey Kim · 1,365,750 views · 24K likes

Still from the Short “8 Ways to Upgrade Your Shin Ramyun” by Lisa Nguyen Short · 0:30
794K

8 Ways to Upgrade Your Shin Ramyun

Lisa Nguyen · 794,307 views · 37K likes

Still from the Short “The Best Shin Ramen You’ll Ever Taste” by Hailey Kim Short · 0:08
755K

The Best Shin Ramen You’ll Ever Taste

Hailey Kim · 755,815 views · 10K likes

Still from the Short “Following a Korean Michelin Star Chef’s Ramen Tutorial” by jupywrld Short · 0:27
697K

Following a Korean Michelin Star Chef’s Ramen Tutorial

jupywrld · 697,127 views · 20K likes

Still from the Short “The Best Way to Upgrade Shin Ramyun” by Love Kari Cooking Short · 0:37
549K

The Best Way to Upgrade Shin Ramyun

Love Kari Cooking · 549,162 views · 14K likes

Still from the Short “Creamy Shin Ramen with Cheese” by COOKJA Short · 0:09
246K

Creamy Shin Ramen with Cheese

COOKJA · 246,726 views · 2.7K likes

Chef collaboration

Shin Toomba × Chef Edward Lee
Chef Edward Lee smiling in a black-and-white close-up from the Shin Toomba commercial Nongshim Presents: Chef Edward LeeShin Toomba commercial · Nongshim USACommercial · 0:30
Shin ToombaA commercial with Chef Edward Lee, who takes Shin Toomba "to the next level"
0:30Spot, released March 2025
NetflixLee was runner-up on Culinary Class Wars

Celebrity & entertainment

aespa · BLACKPINK's Jennie · Netflix

My role: I didn't handle these three directly. I assisted the teams that made them happen.

A Shin Ramyun pack on a red retro television screen, from the aespa campaign film Spicy Happiness Is For EveryoneShin Ramyun × aespa · Nongshim GlobalCampaign film · 1:01
197M+YouTube views on the main film (197,111,547)
LA + MiamiNongshim's global campaign with aespa, which I assisted on. In the U.S. it ran with Shin Rosé × aespa billboards, each placed near a Walmart to drive traffic and sales.
Jennie of BLACKPINK holding a bag of Nongshim Banana Kick on The Jennifer Hudson Show Jennie's go-to snackJennifer Hudson Show · 1:29
Banana KickBLACKPINK's Jennie names Nongshim's Banana Kick her favorite snack on The Jennifer Hudson Show (March 2025). I assisted in making it happen.
806KViews on the show's Short (806,163)
27.9KLikes on the Short
100K+Views on the full segment, “JENNIE & JHud Taste-Test Their Favorite Snacks” (4:10). Watch the segment ↗
Netflix official trailer card for Kian's Bizarre B&B Season 2, showing four cast members Kian's Bizarre B&B · Season 2Netflix series · premiered September 22, 2026Official trailer · 1:58
NetflixNongshim's collaboration and sponsorship with the Netflix series Kian's Bizarre B&B, Season 2. I assisted in making it happen.
A scene from the series: a cast member on a window ledge tying up a custom Nongshim box with yellow rope
In the show: a custom Nongshim box
On screen
  • Custom Nongshim boxes
  • Custom Nongshim blankets
  • Nongshim products
Result

Brand awareness

69M+ creator views and 2M+ likes put Shin Ramyun and Nongshim in front of viewers through creators they already follow.

Result

Retail sales

The Danny Kim video drove traffic to our retail partner Walmart, driving sales.

Result

Website traffic

The Andrew, Steven, and Adam video drove a significant increase in visits to Nongshim's website.

More creator work

Ramyun Chef on TikTok

100+ affiliate videos from the affiliate and seeding program. The top nine alone passed 6.3M views.

See the TikToks

Views, likes and comments as counted on YouTube in October 2026. The creator total does not include the aespa film, the Jennifer Hudson Show clips or the Netflix trailer. The “$1 Vs. $36” player shows only the Nongshim segment (1:06 to 9:22). Videos and stills © their creators, Nongshim, The Jennifer Hudson Show and Netflix; tap any video to play it.

LA Galaxy player shooting in front of Shin Ramyun and Nongshim LED boards
Sports marketingOfficial Noodle Partner of LA Galaxy

Title Night

A full Nongshim takeover of Dignity Health Sports Park: fan zone, pitch-side LEDs, halftime, the VIP suite, and a live consumer survey.

Program

Stadium to shelf

I run the LA Galaxy partnership end to end: contract, in-home game activations, the annual Title Night, new concession menu development and retail shippers with Sales.

  • Most popular booth of all vendors at both 2026 matches, with constant lines.
  • Custom soccer-cabinet lockers, Plinko board, 360 photo booth, tattoo booth and Shin Cup tables.
  • Concession menu: Galaxy Ramyun Bowl and Ramyun Burrito.
  • Three creators covered the night: Cisco, Latina LA Foods and Osman.
LA Galaxy1 : 1Houston
05.23.2026 · Title Night
23,638
Attendance
189
LED rotations, 30s each
3min
Halftime takeover
1,101
Fan surveys
3,000
Product samples
2,000
Scarves & tees given
667K + 120K
Creator views + Apple TV & YouTube
Nongshim concession sales
473Galaxy Ramyun Bowls380Ramyun Burritos
07.17.2026 · vs LAFC
22,000
Attendance · 1,000 samples · 1,000 giveaways
Bonus exposure
4+
Extra LED rotations. Nongshim ads ran after every goal.

Gallery

On the ground

IP partnershipNetflix × Sony Pictures Animation

KPop Demon Hunters × Shin Ramyun

In the film, HUNTR/X eat cup ramyun and shrimp crackers that fans instantly recognized as Nongshim's. Nongshim turned that on-screen moment into an official Netflix partnership, a company-wide effort I was proud to help secure, and a limited-edition line of Shin Ramyun, Shrimp Crackers and Shin Toomba that we took to U.S. retail.

The Nongshim KPop Demon Hunters limited-edition lineup: Shin Ramyun, cups, Shrimp Crackers and Shin Toomba with HUNTR/X characters
Walmart
$20M+

Incremental sales at Walmart

Driven by the KPop Demon Hunters limited-edition line, on top of Nongshim's existing Walmart business.

  1. In the film · 2025

    Fans spot Shin

    HUNTR/X snack on “Shin” cup ramyun and shrimp crackers from “Dongshim”. Fans connect it to Nongshim.

  2. Aug 2025

    Official line

    Limited-edition Shin Ramyun, Shrimp Crackers and Shin Toomba with Rumi, Mira, Zoey, the Saja Boys and Derpy, launched globally.

  3. Oct 2025

    Times Square

    A KPop Demon Hunters × Shin Ramyun takeover of New York's Times Square.

  4. 2026

    Character cups

    Rumi, Mira and Zoey each get their own Shin Ramyun cup, and HUNTR/X Shin goes to the Oscars.

On screen

The scene that started it
HUNTR/X members Mira, Rumi and Zoey eating cup ramyun in KPop Demon Hunters
HUNTR/X eating cup ramyun
Zoey with a mouthful of noodles in KPop Demon Hunters
Zoey, mid-slurp

Free placement, then a partnership

The film never names Nongshim. The cup reads 神 “Shin” and the brand reads “Dongshim”, and the snack looks just like our Shrimp Crackers. Fans made the connection; we made it official.

Watch KPop Demon Hunters on Netflix ↗

The packaging

Limited editions
Shin Ramyun KPop Demon Hunters cup six-pack
Shin Ramyun cup, HUNTR/X edition6-pack
Shin Toomba bowl KPop Demon Hunters edition
Shin Toomba, KDH editionBowl
Rumi Shin Ramyun cup
Rumi cupCharacter edition
Mira Shin Ramyun cup
Mira cupCharacter edition
Zoey Shin Ramyun cup
Zoey cupCharacter edition
KPop Demon Hunters Nongshim in-store display with character standees
In-store displayCharacter standees & shippers
KPop Demon Hunters Shin Ramyun billboards in Times Square
Times Square takeoverNew York · October 2025

Watch

Opens on YouTube
7.4M views0:16
Shin Ramyun × KPop Demon Hunters cup adNongshim ↗
0:51
How to cook the HUNTR/X Shin cupNongshim Global · 379K views ↗
1:19
KPop Demon Hunters × Shin Ramyun at Times SquareNongshim Global ↗
4:28
The KDH cast takes on the spicy ramen challengeNetflix · 862K views ↗

Packaging and campaign images © Nongshim. KPop Demon Hunters © Netflix / Sony Pictures Animation. Film stills via news coverage.

Then it went to the Oscars.

See the viral moment →
IP collaborationNetflix × KPop Demon Hunters

Shin Ramyun at the Oscars

At the 98th Academy Awards, KPop Demon Hunters won Best Animated Feature and Best Original Song. In the audience, director Maggie Kang and co-director Chris Appelhans were caught eating our HUNTR/X-edition Shin Ramyun straight from the bag, and the photos went viral in Korea and the U.S.

Director Maggie Kang eating dry Shin Ramyun with chopsticks in her seat at the Oscars
Maggie KangDirector. “The perfect Oscars snack.”
Co-director Chris Appelhans eating Shin Ramyun from the bag in a tuxedo at the Oscars
Chris AppelhansCo-director, in black tie
HUNTR/X-edition Shin Ramyun pack held next to an Oscars program
The packHUNTR/X edition, next to the Oscars program

Photos: Instagram stories by @nutmags (Maggie Kang) and @maurenegoo (Maurene Goo).

2Oscars won that night: Best Animated Feature and Best Original Song
ViralPicked up across Korean and U.S. entertainment news
TVMaggie Kang retold the story on JTBC's Please Take Care of My Refrigerator and on Psick Show

Behind the moment

This didn't happen by accident. It came from years of building business relationships and a network of people who trust me, in entertainment, K-culture and beyond. Those relationships helped get our HUNTR/X-edition Shin Ramyun, from the KPop Demon Hunters partnership I helped Nongshim secure with Netflix, into the right hands on Hollywood's biggest night. The result was earned media no paid placement could buy.

“They don't serve food.”Maggie Kang, on why she brought ramyun and hid chopsticks in her dress for the four-hour ceremony

Retail

Retail partners

Where Nongshim sells in the U.S.: club and mass, online, and grocers from national chains to Asian markets. I have connections across these retailers, and the strongest are with the eight key accounts below.

Key accounts · my strongest connections

  • CostcoCostco
  • Sam's ClubSam's Club
  • WalmartWalmart
  • KrogerKroger
  • AmazonAmazon
  • TikTok Shop
  • TargetTarget
  • H MartH Mart

More retailers

  • Ralphs
  • Vons
  • Albertsons
  • Safeway
  • Jewel-Osco
  • Food 4 Less
  • Fred Meyer
  • Fry's
  • Dillons
  • City Market
  • Mariano's
  • BJ's Wholesale Club
  • H-E-B
  • Hy-Vee
  • WinCo Foods
  • Smart & Final
  • IGA
  • Walgreens
  • 7-Eleven
  • 99 Ranch Market
  • Zion Market
  • Galleria Market
  • Hannam Chain
  • Assi Market
  • Joong Boo Market
  • NDM Market
  • Fiesta Mart
  • Superior Grocers
  • Carnicerías Jiménez
  • Pete's Fresh Market
  • Caputo's
  • Garden Fresh Market
  • Jungle Jim's
  • Rogers Market
  • Buy-Low Foods
  • Country Grocer
  • Quality Foods
  • Save-On-Foods

Retailer list from nongshimusa.com/where-to-buy. Logos are trademarks of their owners.

Brand partnershipsNetwork & hard-to-reach collaborations

The bridge to rooms that are hard to reach

Partnerships move at the speed of trust. Across streaming, music, sports, gaming, anime and public service, I've built relationships with VPs and directors who have a direct line into each of these names. I also know the insiders and agencies whose networks I can tap into. For the brand I work for, that turns a cold pitch into a warm introduction.

See the networkGet in touch
50+Names across my partnership network
10Categories, from Netflix and Formula 1 to the U.S. Army
$20M+Incremental Walmart sales from one partnership I helped Nongshim secure

The value of a network

What does your brand need?

Pick a goal. I'll show you which doors I can walk your brand through.

Your brand wantsEvery door

The full network, across ten categories.

Joshua J. KimThe bridge
Doors I can open24 partners

Highlighted below.

The network

Who I can call

For each name here, I can call a VP or director with a direct connection, or tap an insider or agency whose network reaches them. Where the work is already public, the card links to the case study.

Logos and seals are trademarks of their owners. They identify organizations and people I can reach through VP- and director-level contacts, insiders and agencies, and do not imply endorsement or a current contract. Paramount and Warner Bros. Discovery combined as Skydance in October 2026; Most Valuable Promotions and the Professional Fighters League merged in July 2026. Chef photos via Wikimedia Commons, cropped: Gordon Ramsay by Dave Pullig (CC BY 2.0), Nick DiGiovanni by Listeningtocoltrane (CC BY 4.0), Andre Rush by All-Pro Reels (CC BY-SA 2.0), Edward Lee by Zachariah Chou (CC BY-SA 4.0), Guy Fieri by Big Red Liquors (CC BY 3.0).

Proof

Doors already opened

100M+Organic online impressions from partnerships and activations, including LA Galaxy
700K+Consumers reached onsite at conferences, trade shows and experiential events
2M+Attendees across road shows, retail activations and community events
$20M+Incremental Walmart sales from KPop Demon Hunters × Shin Ramyun, the Netflix partnership I helped Nongshim secure.See the case → OscarsOur HUNTR/X-edition Shin Ramyun went viral at the 98th Academy Awards, through relationships in entertainment.See the moment → 23,638Fans at LA Galaxy Title Night, Nongshim's takeover with AEG's LA Galaxy.See Title Night → 7Public offices and military branches I connected with Nongshim, from the U.S. Senate to the U.S. Army.See them →

In the field

Partnerships & field marketing
OOH

Shin Rosé × aespa billboards

Billboards in Los Angeles and Miami, each strategically placed near a Walmart to drive shoppers from the billboard to the shelf, lifting store traffic and sales.

Vehicle marketing

Food truck program

Award-winning campaigns across military bases, Nongshim USA's first military airshow, food truck tours at elementary schools, and retail field marketing for Kroger, Walmart, H Mart, Vallarta and Costco.

Club retail

Costco & Sam's Club roadshows

Pallet skirts, table talkers, table skirts, banners and bag designs for every roadshow, with the Club Sales team.

What a brand gets

How I work
01

A warm introduction

Your brand reaches the decision maker through a VP, director, insider or agency who already knows me, not through a cold inbox.

02

A deal both sides want

I shape the collaboration around what the partner's audience cares about and what the brand needs to sell.

03

Activation to the shelf

Packaging, content, billboards and retail, so the partnership shows up where shoppers buy.

Need a door opened?

Let's talkSee the Nongshim work
Convoy footageU.S. Army Reserve · 2018–2025

// Service record

Staff Sergeant
Joshua J. Kim

Motor Transport Operator and convoy commander. Seven years moving soldiers and equipment where they needed to be, safely and on time.

RankSSG · E-6
MOS88M40
Unit730th QM BN
StatusService complete

01 · Metrics

By the numbers

30+Soldiers trained & led
100%Mission completion
100%Safety compliance
7yrsIn uniform

02 · Record

Service record

Staff Sergeant Kim served as an 88M Motor Transport Operator, running convoy missions, managing transportation assets and keeping soldiers and equipment ready.

Final rank
Staff Sergeant (SSG, E-6)
Component
U.S. Army Reserve
Service
2018 – 2025
MOS
88M40 · Motor Transport Operator
Primary unit
730th Quartermaster Battalion 2021 – 2025
Duty role
Convoy Commander & Squad Leader
Additional
Honor Guard
Clearance
Top Secret
Training
Cybersecurity
U.S. Army veteran plaque for SSG Joshua J. Kim with his photo, final rank Staff Sergeant, service years 2018 to 2025, MOS 88M40 Motor Transport Operator, the 730th Quartermaster Battalion, badges, ribbons, medals and a brief military history
Record · USAR veteran plaqueRank, MOS, unit, badges & ribbons

03 · Qualifications

Badges & qualifications

Driver & Mechanic Badge

Qualified to operate wheeled and special-equipment vehicles.

Driver-WOperator-S

Expert marksmanship

Expert qualification across three weapon systems.

RiflePistolMachine gun

Honor Guard

Selected for ceremonial duty representing the Army.

Tab

Top Secret clearance

Trusted with classified information, with cybersecurity training.

TSCyber

04 · Field log

In the field

Heavy equipment, night convoys, ranges and the people who made the mission.

05 · Transfer

Convoy to go-to-market

What seven years of moving equipment and leading soldiers brings to launching products.

Logistics → Launch planning

Plant to shelf

Getting cargo down a long route on schedule is the same problem as getting product from plant to shelf in time for a launch.

Leading 30+ soldiers → Cross-functional teams

One mission, many teams

Training a unit to move as one is the same work as aligning Sales, R&D and Design behind one launch.

100% completion → Execution

Finish the mission

A convoy doesn't arrive most of the way. That is the standard I bring to every campaign.

06 · Continued

Service, continued at Nongshim

First military airshow

Nongshim USA's first military airshow activation.

Food trucks on base

Award-winning food truck campaigns across military bases.

U.S. Army × ROKA

Appreciation Token and Certificate earned for Nongshim.

Ready for the next mission.

Contact →Nongshim work →
© 2026 Joshua J. KimPhotos from service, 2018–2025