This case study examines the strategic evolution of Nongshim’s Shin Ramyun in its global expansion. Shin Ramyun established a strong competitive advantage in the domestic market based on its differentiated spicy flavor and consistent brand identity. Leveraging these strengths, the company successfully entered global markets by adopting a standardization strategy in the early stage of internationalization, enabling efficient transfer of firm-specific advantages and rapid brand recognition. However, as global markets expanded and envir- onmental changes emerged—including increasing consumer heterogeneity, rising health concerns, and intensified competition—the limitations of the standardization strategy became evident. In response, Nongshim shifted toward a glocal strategy, maintaining its core brand identity while adapting to local market needs. This strategic transition facilitated product portfolio expansion and strengthened digital engagement, thereby enhancing the brand’s global presence. This case highlights the dynamic balance between standardization and localization in global marketing and underscores the importance of aligning core brand identity with local responsiveness to sustain competitive advantage.