When Jin Meets Jin: BTS Superstar Becomes Face of Ottogi’s Jin Ramen
BTS: Global Superstars of K-Pop
BTS (Bangtan Sonyeondan) needs little introduction. The seven-member Korean boy band stormed the world charts in the 2010s, selling out stadiums and snagging Grammy nods with hits like “Dynamite” and “Butter”. Each member has a devoted fanbase, and their influence spans music, fashion and culture. Among them is Jin (Kim Seok-jin, born 1992), one of BTS’s four vocalists. Jin is known for his warm tone and good looks (even jokingly nicknamed “Worldwide Handsome” by fans). He has released solo BTS tracks such as “Awake,” “Epiphany” and “Moon,” and made his official solo debut in October 2022 with “The Astronaut”[1].
Meet Jin: From Idol to International Brand Icon
As a member of BTS, Jin has a huge global following. In addition to music, he’s carved out a name for himself with solo projects and endorsements. For example, he launched a comic character called Wootteo (a penguin) as part of his “Astronaut” storyline. Even during his mandatory military service (late 2022 to mid-2024), Jin’s popularity remained strong. It was during this time that he first teamed up with Ottogi’s Jin Ramen brand – at the end of 2022 Jin became the ramen’s model, plugging the noodles just before he enlisted[2]. Now, with his service complete and BTS activities on pause, Jin has stepped back into the spotlight as a global ambassador for Jin Ramen.
Ottogi and Jin Ramen: A Korean Culinary Icon
Ottogi (오뚜기) is one of South Korea’s largest food manufacturers, famous for everything from curry powder to ketchup. Among its household products is Jin Ramen, an instant noodle line launched in 1988[3]. The original “Jin Ramen” came in Mild and Spicy flavours and became a pantry staple in Korea. (Ottogi’s own description notes that the “‘JIN’ series” began with those mild and spicy varieties in 1988[3].) Today Jin Ramen includes many varieties (chicken, veggie, jjajang-champong, etc.), but the Mild and Spicy packs remain its core. In fact, Ottogi lists Jin Ramen among its main products[4]. The brand has done well overseas too: recent reports show Jin Ramen exports jumping by double digits in won-terms[5].
A Perfect Match: Jin Becomes the Global Face of Jin Ramen
In early 2025, Ottogi took the next big step. On 26 February, the company (now using the English name OTOKI for global marketing) announced that BTS’s Jin is the new global brand ambassador for Jin Ramen[6]. In practical terms, this means Jin’s smiling face will soon appear on all Jin Ramen products – bowls and cup noodles alike – sold at home and abroad. The redesign will roll out in South Korea and overseas markets such as the United States, Canada, China, Vietnam, Indonesia, and more[6]. In other words, wherever Jin Ramen goes, Jin himself is literally on the package.
Ottogi explicitly said it chose “Jin, the 21st-century pop icon,” as the ramen’s global model, aiming to “strengthen [their] communication with overseas consumers through Jin Ramen’s global campaign”[7]. The initial details were kept under wraps until launch, but we know the new packs will feature both portrait photos of Jin and collectible goodies: every 5-pack of Jin Ramen will include a random sticker. The Korean five-pack bags will include one of 12 stickers, some of which show Jin’s Wootteo penguin (from his solo album “The Astronaut”)[8]. Exported multi-packs will carry one of four different Jin portraits[8]. Fans in Korea will treasure the Wootteo cards, while global fans get to choose their favourite Jin photo.
For example, Korea JoongAng Daily reported: “BTS’s Jin will be the global brand ambassador for Ottogi’s Jin Ramen… The singer’s face will be printed on the packaging of Jin Ramen instant noodles and cup noodles, which will be sold in Korea, the United States, Canada, China, Vietnam, Indonesia and other countries”[9]. In short, Jin is now literally on the label of Ottogi’s signature noodle.
Jinjja Love: A K-Drama Style Campaign Video
Ottogi didn’t stop at pretty packaging. In March 2025 it launched a playful campaign video titled “Jinjja Love” (진짜 러브, meaning “Real Love”), starring Jin himself[10]. The concept is as tongue-in-cheek as it sounds: it’s shot like a romantic K-drama. In the video, Jin walks in spring rain under an umbrella with a wistful look, set to the line “I really miss you…”[11]. The narrative is that Jin (the person) is missing Jin Ramen (the noodle) – a cheesy “love story” between singer and soup. The footage is full of dramatic close-ups, slow turns and romantic ramen spoon-swirls. It ends with Jin happily enjoying a bowl of rich broth. In Ottogi’s words, the spot “expresses affection and sincerity for Jin Ramen, like a romantic drama, vividly capturing the experience of savoring the unique deep and rich broth”[11].
This campaign video has been pushed on Ottogi’s global YouTube, Instagram and TikTok channels[11], and it even inspired headlines in ad trade media. Marketing site MarComm News describes it as a “fun and unpredictable ‘ramentic’ love story”[12], borrowing from Korean drama tropes. Ottogi America (OTOKI’s U.S. branch) cheerfully calls it “a love story between BTS’ Jin and Jin Ramen” and admits the campaign is all about co-opting K-drama romance to sell noodles[13].
Going Global: Social Media, Costco and Beyond
The campaign is truly international. Ottogi retained U.S. agency The Many (based in Santa Monica) to adapt it for American audiences. They’re focusing on hip markets like Los Angeles and New York, with digital ads on TikTok, Meta (Facebook/Instagram), YouTube and even Amazon[14][12]. At the Winter Fancy Food Show in San Francisco (Jan 2025), Ottogi previewed the new Jin Ramen packaging featuring Jin; it received a “positive reception”[15].
Meanwhile, Ottogi has moved aggressively into U.S. retail. As Maeil Business news reported in August 2025, Ottogi began selling Jin Ramen cup noodles in 64 Costco warehouses across Northern California[16]. These are large test-rollouts to gauge demand. So far they’re going great – the initial Costco sales reportedly doubled what Ottogi sees in its other channels[16]. The plan is to expand to Southern California and beyond if the numbers hold up.
On social media and search engines the impact is even more dramatic. Ottogi’s U.S. team ran YouTube ads featuring Jin, and the result was almost unbelievable: online searches for “Jin Ramen” jumped nearly 700-fold in the U.S. after the campaign launch[17]. In other words, Americans suddenly couldn’t stop Googling Jin Ramen once they saw Jin’s ads. This kind of surge is unheard-of for an ordinary instant noodle. Clearly, BTS Jin’s fandom is waking up to Jin Ramen globally.
Sales Surge: The ‘Jin Effect’
It’s still early days, but the early sales figures are staggering. Industry analysts and even South Korean officials have credited Jin’s endorsement for Ottogi’s booming ramen export business. According to a business report, Jin Ramen exports hit about 326 billion won in a recent year (up ~19.2% year-on-year) – roughly 10% of all of Ottogi’s sales – and legislators explicitly linked this export jump to Jin’s popularity[5]. Ottogi’s own overseas income rose nearly 18% in early 2025, and in its U.S. branch alone sales jumped around 39–40% year-on-year[5][18]. In fact, industry news notes that Ottogi finally pushed past the 1-trillion-won (≈$760M) annual revenue mark for the first time only after starting the collaboration with Jin[18].
In plain terms: Jin’s smile on the noodle cup is translating into real money. The National Assembly even singled out Jin in a 2023 economic briefing, saying that BTS’s Jin (with his Ottogi ads) helped create a “significant growth trend” in ramen exports[19][20]. (One report quipped that Ottogi’s export sales rose by “at least 15%” thanks to the endorsement[21].) For Korean food fans, this is proof that a pop idol can become an extremely effective marketing icon – especially when his name literally matches the product.
A Fun Fusion of Names and Flavours
It’s hard to imagine a better marketing match than “Jin” (the singer) teaming up with “Jin Ramen”. The shared name has made fans chuckle: netizens quickly pointed out it’s an ideal pun (“Jin on Jin”). Ottogi themselves leaned into the humour, using slogans like “Jin’s love for Jin Ramen is the real deal” on social media (their Instagram even asked fans, “How do you show your Jinjja Love?” for Jin Ramen). In short, the campaign doesn’t take itself too seriously. It’s deliberately playful – the hero spot is more comedy rom-com than dry product ad, and the colourful new packs with stickers feel like a fun collectible.
For K-pop fans, the story has been an entertaining one. Many have posted selfies holding the new packages, and unboxing videos of the sticker packs are all over TikTok. Some jokes flew around that if Jin Ramen is this yummy, the singer might have to launch a restaurant. The entire vibe is high-spirited: Jin smiling on a noodle cup, winking over each ramen bowl. In marketing terms, it’s a high-profile celebrity tie-in done with a light touch.
Collaboration Highlights
- Face on the pack: Jin is now the face of Jin Ramen. Ottogi has redesigned both cup and pack noodles to feature his portrait in Korea and overseas[6][22]. For example, CNA Lifestyle confirms the new packaging (yet to be widely seen) will roll out in the US, Canada, Vietnam, China, Indonesia and more[6].
- Collectible stickers: Special edition 5-packs of Jin Ramen include random stickers of Jin. Korean packs have 12 possible stickers (including Jin’s Wootteo penguin character from his album)[8]; international packs include one of four Jin portraits[8].
- Playful campaign video: In March 2025 Ottogi released a short “K-drama” style ad called “Jinjja Love”. It shows Jin under rain with the line “I really miss you,” affectionately talking to Jin Ramen[11]. Marketing reports describe it as a whimsical “ramentic” love story, complete with romance and ramen[12][11].
- Global marketing push: The Many (U.S. agency) is running social/digital ads in LA and NYC, while Ottogi rolled out Jin Ramen in 64 Costco stores in Northern California[16][14]. US YouTube ads featuring Jin led to an almost 700× jump in searches for “Jin Ramen”[17].
- Record sales impact: Early numbers are astonishing. One report shows Jin Ramen exports at ₩326.4 billion (≈19.2% growth) and Ottogi’s US sales up ~40%, crediting the BTS endorsement[5][18]. Ottogi even entered the “trillion-won club” in revenue for the first time after starting the Jin partnership[18].
In short, the Jin×Jin Ramen collaboration has been a marketing slam-dunk. By combining a beloved K-pop idol with Korea’s favourite ramen, Ottogi has created a campaign that’s both fun for fans and powerful on the bottom line[6][18]. Whether fans love the noodles for their flavour or their cute stickers (or because they get to say they’re eating “Jin Ramen” with Jin), one thing is clear: this celebrity tie-up has given Jin Ramen a serious global upgrade.
If you’re enjoying this article in September 2025, then you get to enjoy a packet of Ottogi Jin Ramen in our Monthly Asian Snack Box – which you can purchase as a one-off or as the first box in your subscription. You can also enjoy an amazing selection of noodles in our monthly noodle box – again available as a one-off or on subscription.
Sources: News and press releases from Korea JoongAng Daily, Channel News Asia, PR Newswire, BusinessKorea (Maeil Economic), marketing press, and Wikipedia[9][6][11][5][17], among others. (All quotes and figures are drawn from these reports.)
[1] Jin (singer) – Wikipedia
https://en.wikipedia.org/wiki/Jin_(singer)
[2] [7] [8] [9] Jin on Jin: BTS member becomes noodle’s new ambassador
[3] Otoki
https://www.otoki.com/en/product/brand-story
[4] Ottogi – Wikipedia
https://en.wikipedia.org/wiki/Ottogi
[5] [18] Jin BTS Brand Ambassador Success: Forbes Korea Poll Winner Drives Sales Growth : K-PEOPLE : koreaportal
[6] BTS’ Jin named Jin Ramen instant noodle’s global brand ambassador – CNA Lifestyle
https://cnalifestyle.channelnewsasia.com/entertainment/jin-ramen-bts-star-ambassador-jin-460821
[10] [11] [15] [22] OTOKI Unveils ‘Jin Ramen Campaign’ Video Featuring BTS’ Jin, Launching Global Campaign
[12] [13] [14] The Many’s New Campaign for Beloved Korean Food Brand Otoki’s Jin Ramen Stars Superstar BTS’ Jin in K-Drama – Marketing Communication News
[16] [17] Ottogi started selling Jinramen cup noodles through Costco in the U.S. for the first time, laying th.. – MK
https://www.mk.co.kr/en/business/11407183
[19] [20] [21] National Assembly of South Korea Cites #Jin’s Influence in Boosting Ramen Exports | allkpop
