Korean noodles feed Dons’ appetite for success


The club’s partnership with Nongshim Korea Foods has proved a hit.

By Lawrence Ostlere

AFC Wimbledon have extended their commercial relationship with Nongshim Korea Foods in a move that is symptomatic of the thriving Korean community in the borough.

The company, South Korea’s largest noodle manufacturer, became the official sponsors of the Dons’ North Stand in January on a six-month trial basis.

And this week the League Two club revealed the success of the partnership, agreeing a further one-year deal covering the 2013-14 season.

“It is fantastic to have an organisation such as Nongshim on board,” said Ivor Heller, the club’s commercial director.

As well as bringing in much needed revenue to the club it also gives both parties the opportunity to work on exciting projects with the Korean community we have on our doorstep.”

The stand developed its own piece of cult history in May when Jack Midson scored against Fleetwood to retain the Dons’ status in the football league.

The confidence the club has shown in the commercial partnership with Nongshim illustrates the importance of the Korean community in the borough.

The club said: “AFC Wimbledon are based so close to what is known as London’s Korea town in New Malden that the partnership with one of the largest Korean brands makes sense.”

A Kingston Upon Thames Council report revealed that New Malden has the largest population of Koreans in Europe, which is believed to be the biggest community outside of Korea anywhere in the world.

Dan Suh, managing director of Korea Foods, said: “We are constantly looking at ways we can introduce Korean foods to a wider audience and integrate the Korean and English communities.” 

Kingston’s flourishing Korean community was also illustrated last week at the Korean Festival at Fairfield Recreation Ground. The annual event has been running for 16 years.

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