South Korean food and beverage giant Nongshim has opened its first "Shin Ramyun Boonsik" near Machu Picchu, Peru, creating a unique space for tourists there to experience its signature spicy noodles.

The new venue, located in Aguas Calientes -- the main entrance to Machu Picchu -- is a three-story facility.

The first floor features a hands-on experience zone where visitors can cook and taste Shin Ramyun themselves.

The second and third floors serve as exhibition spaces, showcasing the history of Shin Ramyun and Nongshim’s global portfolio of food products.

Through this initiative, Nongshim aims to strengthen its brand presence among international consumers by offering a memorable and interactive experience with its flagship product.

The company plans to open another Shin Ramyun Boonsik location in Asia within the first half of the year and is exploring opportunities to expand into other major tourist destinations worldwide.

“Nongshim hopes that Shin Ramyun Boonsik will become a must-visit spot for travelers, much like the Shin Ramyun experience centers established at Jungfrau in Switzerland and Punta Arenas in Chile,” said a Nongshim official.

“We will continue to enhance our marketing efforts to interact more with global consumers.”

By Park Soo-bin (spark@heraldcorp.com)