Shin Ramyun 3.3M vs Pororo MilkTalk 5.2M — How Korea's Top 4 Ramen Brands Sponsor YouTube Differently
Key Takeaways
- · 농심·삼양식품·오뚜기·팔도 4사는 최근 12개월간 유튜브 협찬 56건을 집행해 누적 조회수 3,243만 회를 기록했고, 시장 점유율 1위 농심이 28건으로 노출 수 1위입니다.
- · 팔도의 최대 조회수 협찬 영상은 라면이 아닌 뽀로로 밀크톡 523만 회였으며, 팔도 전체 협찬 조회수의 94%가 비-라면 제품에서 나왔습니다.
- · 삼양식품은 1963 우지라면 한 제품을 3개 채널에 반복 노출하는 집중형, 오뚜기는 11건 모두 다른 제품을 띄우는 분산형 전략을 택했습니다.
- · 4사 합산 평균 참여율 1.62%는 식음료 상위 30 브랜드 평균 2.68% 대비 낮고, 오뚜기만 2.17%로 카테고리 평균에 근접합니다.
- · 시장 3~4위 삼양식품·팔도 브랜드는 신제품 집중 반복 또는 비-라면 확장 제품이라는 서로 다른 방법으로 유튜브 ROI를 방어합니다.
Over the past 12 months, Korea's top four ramen makers (Nongshim, Samyang Foods, Ottogi, Paldo) ran 56 YouTube sponsorships across 53 creators, generating 32.4M combined views. Paldo's biggest sponsorship wasn't ramen — it was Pororo MilkTalk at 5.2M views. Ramen made up only 43% of Paldo's sponsored videos, the lowest of the four.
Shin Ramyun 3.3M wasn't the top video
The biggest sponsored video from any top-4 ramen brand wasn't ramen.
We counted every YouTube sponsorship involving Nongshim, Samyang Foods, Ottogi, and Paldo over the past year. The single most-viewed clip? Paldo's Pororo MilkTalk placement on TEO's variety show 〈Salon Drip〉 — 5.2M views, beating every ramen placement in the dataset.
Four different leagues
Nongshim owns roughly 55% of Korea's domestic instant-noodle market. Ottogi holds about 23%, while Samyang Foods and Paldo sit near 11% and 10%. Samyang has become K-ramen's top exporter, and Paldo has been shifting toward non-ramen SKUs like Birak Sikhye and the Pororo line. These different starting lines explain why their YouTube sponsorships look nothing alike.
56 sponsorships — by the numbers
The four brands together delivered 56 sponsored videos with 32.4M cumulative views. Compared with the food & beverage top-30 benchmark — 2.1M average views per video and 2.68% engagement — the four ramen brands averaged 579K views and 1.62% engagement. Most of their placements hit large mukbang and variety channels, which pushes raw views up but dilutes reaction density.
| Brand | Videos | Unique creators | Total views | Avg views | ER | Ramen share |
|---|---|---|---|---|---|---|
| Nongshim | 28 | 25 | 12.75M | 455K | 1.64% | 79% |
| Samyang Foods | 10 | 10 | 6.96M | 696K | 1.36% | 80% |
| Ottogi | 11 | 11 | 1.68M | 152K | 2.17% | 55% |
| Paldo | 7 | 7 | 11.03M | 1.58M | 1.29% | 43% |
| F&B top-30 avg | — | — | — | 2.10M | 2.68% | — |
Nongshim being the sponsorship volume leader matches its market share. Paldo landing the highest per-video average despite being the smallest is the surprise.
라면 4사 유튜브 협찬 영상 수 (최근 12개월)
* Source: Dhesy
Nongshim — 28 placements, 25+ distinct products
Nongshim ran 28 sponsorships featuring more than 25 different SKUs. Beyond the flagship ramyun (Shin Ramyun Gold, Baehongdong, Chapagetti, Ansungtangmyun, Saewootang), the list includes Potato Chip flavors, Bread Bujang (bakery), Noodle Fit (wellness), and even Baeksansu bottled water. Each new product launch gets a single creator placement — effectively an exposure-style rollout.
The top performer was Hanyoo's 'Husband Home Alone' clip, a Shin Ramyun Gold placement on a 755K-subscriber channel that pulled 3.3M views — roughly 6–10× channel average.
Samyang Foods — one product, repeated
Samyang Foods went the opposite direction. Three of its 10 placements all featured a single product: '1963 Woo-ji Ramyun', a 60th-anniversary reboot of Samyang's original beef-tallow recipe. The three placements ran across TryToEat and two other channels within six weeks — a classic launch-timing burst.
Ottogi — 11 placements, 11 different products
Ottogi did something else again. Every one of its 11 sponsored videos featured a different product: Jin Ramyun, Yeol Ramyun, Jin Jjambbong, Jin Milmyun, Italiana pizza, Lespoir French Onion Soup, Ppushyeopushyeo Bulgogi popcorn, and even a Tabasco pop-up store in Seongsu. Where Nongshim and Samyang repeat, Ottogi fragments.
Because the channels chosen lean mid-size, Ottogi's 152K average view count is the lowest of the four — but its 2.17% engagement rate leads the group, close to the F&B category average. Smaller but denser audiences.
Paldo — the ramen company whose face on YouTube isn't ramen
Of Paldo's seven sponsorships, only three feature ramen. The other four are one Pororo MilkTalk spot (5.2M views) and three Icheon-rice Birak Sikhye placements (5.2M combined). 94% of Paldo's sponsored-video views came from non-ramen products.
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Birak Sikhye, after Paldo rebranded it with Icheon rice, rode the 'halmaenial' (halmeoni + millennial) trend and blew past expected demand by a factor of ten. Paldo is using YouTube less as a ramen channel and more as a brand-extension campaign vehicle — which is why a single variety-show placement (Yoo Hae-jin and Park Ji-hoon on 〈Salon Drip〉) beat every ramen placement in the dataset.
4사 협찬 영상 중 라면 vs 비-라면 비중
* Source: Dhesy
But raw views don't tell the whole story
56 videos is a slice of YouTube sponsorship only, not these brands' full marketing portfolios (TV, OOH, digital). Paldo's low CPV on paper is skewed by featuring mega-channels whose sponsorship fees are several times higher than mid-size counterparts. And for ramen specifically, repeated exposure matters for brand recall — so Ottogi's fragmented, lower-view strategy may create more value than the raw average suggests.
4사 참여율(ER) vs 식음료 상위 30 평균
* Source: Dhesy
Takeaways for marketers
For product launches by challenger brands (market share 3–4), concentrated bursts win. Samyang's 1963 Woo-ji Ramyun — three mukbang/daily-life channels in six weeks — maximizes search lift and recall simultaneously. For brand-extension campaigns, large variety talk shows pay off. Paldo's placements on 〈Salon Drip〉 and 〈Jjanhan Hyung〉 deliberately reach existing ramen buyers with adjacent SKUs, and a single 5.2M view drop outperforms multiple ramen launches. Ottogi's fragmented pattern protects engagement rate but must be paired with retargeting ads to justify per-product CPV. Nongshim's volume-and-variety approach only scales if you own the #1 share and can fund 29 SKUs simultaneously.
FAQ
Q. What's the dataset scope?
A. 56 sponsored videos published between 2025-04-12 and 2026-04-12, identified as sponsored in Dhesy's database, where any of the four ramen brand IDs appear in the brand slots.
Q. Why does Paldo feature non-ramen SKUs more than ramen?
A. Paldo has been shifting marketing resources toward growing beverage and dessert lines — most notably Birak Sikhye, which outperformed expected demand tenfold in 2025 on the back of the 'halmaenial' trend.
Q. Why is the engagement rate below the F&B average?
A. The four brands concentrate placements on 1M+ subscriber variety/mukbang channels. Raw views are large, but comment/like density per view is diluted. The F&B top-30 average (2.68%) includes more mid-size niche channels.
Q. What's the risk of Ottogi-style fragmentation?
A. Each new product gets a different creator, so there's no duplicated reach and individual views are low. The strategy only justifies its CPV if retargeting ads (web, search) capture conversions downstream.
Q. How much did Shin Ramyun Gold's top video outperform its channel average?
A. Hanyoo typically pulls 300–500K views per upload. 'Husband Home Alone' hit 3.3M — roughly 6–10× channel average.
Methodology: Based on Dhesy's database of 2,329 brands and 6,011 sponsored collaborations. Analysis window: 2025-04-12 to 2026-04-12.
Data: Dhesy External sources: ZDNet Korea, Money Today Last updated: 2026-04-12
FAQ
- 분석 기간과 표본은 어떻게 구성됐나요?
- 2025년 4월 12일부터 2026년 4월 12일까지 Dhesy 플랫폼의 협찬 영상 중, 4사 브랜드 ID가 1~7순위 브랜드 슬롯 어디에든 연결된 56건입니다.
- 왜 팔도는 라면보다 비-라면 제품을 유튜브에 띄우나요?
- 팔도는 라면 외에도 비락식혜와 뽀로로 라인 등 성장 중인 음료·디저트 SKU가 있고, 할매니얼 트렌드와 맞물린 이천햅쌀 비락식혜가 2025년 예상 수요의 10배를 기록하면서 유튜브 마케팅 자원이 해당 라인에 우선 투입됐습니다.
- 참여율이 식음료 평균보다 낮은 이유는 무엇인가요?
- 4사 협찬은 대부분 100만 구독자 이상 예능·먹방 대형 채널에 집중돼 있어 조회수는 크지만 영상당 댓글·좋아요 밀도가 분산됩니다. 식음료 상위 30 평균 2.68%는 중소 카테고리 채널 비중이 높아 밀도가 상대적으로 높게 잡힙니다.
- 오뚜기처럼 분산 전략을 쓸 때 주의할 점은 무엇인가요?
- 제품마다 채널을 다르게 붙이면 중복 도달이 없어 개별 영상 조회수가 낮게 나옵니다. 각 제품의 구매 전환을 위한 리타기팅 광고(웹·검색)가 반드시 뒤따라야 투자 대비 효과가 맞습니다.
- 신라면 골드 영상이 채널 평균 대비 몇 배 초과했나요?
- 하뉴 채널의 755K 구독자 기준 일반 영상은 통상 30~50만 회대에 머무는데, 집에 혼자 있는 남편 영상은 330만 회로 약 6~10배 초과 성과를 기록했습니다.