Nongshim Noodles - Korea Town
We brought noodles to Taste of London. Korean style!
Nongshim Noodles wanted to deliver a high-impact activation inspired by Korean food culture, bringing the popular Korean brand, to the UK audience.
Our job was to create a show-stopping, delicious Korean noodle one-stop shop in Taste of London’s 2026 Regent’s Park.
Across the four live days, the giant 150sqm red and cream scaffold structure, welcomed 50,000+ festival consumers over the weekend. With every interaction designed to engage over the traditional ‘grab and go’ sampling approach.
The pop-up included gamified elements: where we created two fun immersive game rooms for Shin and Toomba. Visitors could play an ingredient guessing game and learn about the history of Korean noodles. Over 3,500 people played, demonstrating a strong guest engagement over the weekend.
We had giant noodle packs out the front, a street tent dining area with upbeat music and two delicious flavours to try. Brand ambassadors cooked up a storm of Shin Rayum (a spicy noodle soup) and Toomba noodles (a creamy stir-fry).
Cue noodle lovers slurping, left, right and centre.
The structure was fitted out with an elevated layher scaffold system, timber fabrication and Shin Rayun and Tomba noodle packs graphic treatments. We filled the area with sparkly festoon lights, which came to life at night.
From creative concept to activation install, the special build process was truly spicy (noodle pun intended) to be part of.
50,000+ festival visitors.
Two noodle flavours to choose from.
One hot and spicy day out.
Event Builder: Beautiful Wonder
Creative: BMB
Production Agency: UNIT9
