American fans of superstar Jin, of 21st century pop icons BTS, and Korean ramen are the immediate targets for a new campaign from Santa Monica-based agency The Many. Otoki, one of the biggest food companies with 56 years of experience and leadership in 31 Korean food categories, is eager to replicate their flagship Jin Ramen’s popularity in the U.S. and globally. The first efforts of the digital, social, and out-of-home campaign are focused on Los Angeles and New York DMAs.

Borrowing from the Hallyu (Korean wave) sensation, the campaign kicks off with a wildly imaginative hero spot “Jinjja Love,” featuring a fun and unpredictable “romantic”  love story with BTS’ Jin and sumptuous visual effects that drive the delight of Jin Ramen in true K-drama fashion. Featuring BTS’ Jin charming self in a playful fantasy-style spot showcasing the new Jin Ramen packaging itself quite literally with a twinkle as the heroic conclusion. The entire campaign will feature the same bold visuals, vibrant colors, and romance.

The social and digital program is slated to run through August and will initially appear on TikTok, Meta, YouTube, and Amazon. The effort includes a heo:60spotst, a suite of OOH, and several social and digital assets. Ultimately, this will be an integrated (digital video, social, creator, and OOH) global campaign.