Intricate decision-journey maps for all five Shin Ramyun personas — the classic Awareness → Advocacy funnel layered with Google’s Moments of Truth, the ZMOT marked as hero, and every touchpoint, hesitation and pain point tracked stage by stage. Plus a touchpoint-density map. One source behind every claim.
The model on every page
StimulusSTIMULUS
→
ZMOTZERO MOMENT
→
FMOTFIRST MOMENT
→
SMOTSECOND MOMENT
→
UMOTULTIMATE MOMENT
Top band = funnel stage · ribbon beneath = Moment of Truth · gold column = ZMOT, where online research decides the sale before the shelf. Each map adds doing · touchpoints (counted) · thinking · hesitations · pains · opportunities.
Group 07 — Jiwoo · Minseo · Hannah · Leo5 Journey Maps+ Touchpoint Density Map
5
Personas mapped Stimulus → Ultimate Moment
ZMOT
The hero stage — where research decides the sale
100+
Touchpoints, hesitations & pains tracked across the set
The Job →Be the zero-thought ritual that reliably ends the week well.
Journey signature · 13 touchpointsA near-flat journey with almost no ZMOT — 30 years of habit collapse the consideration stage to nothing. Touchpoints stay low and offline.
Where we WIN themDefend the ritual — price and recipe constancy. Spend retention, not acquisition, media on her.
Where we LOSE themA sustained price gap or any recipe change is the only thing that breaks a 30-year habit loop.
Accent · Mi-yeong’s journey · ZMOT hero
✕Pain ⚠Hesitation →Opportunity nTouchpoints
J1
Decision Journey
Classic funnel × Moments of Truth — ZMOT highlighted · 13 touchpoints mapped
Funnel stage
FUNNEL 01
Awareness
FUNNEL 02
Consideration
FUNNEL 03
Purchase
FUNNEL 04
Retention
FUNNEL 05
Advocacy
Moment of truth
StimulusThe Stimulus
ZERO MOMENT OF TRUTHZMOTMINIMAL — BYPASSED
FMOTFirst Moment of Truth
SMOTSecond Moment of Truth
UMOTUltimate Moment of Truth
Emotion
70Calm
66Indifferent
53Price sting
95Content
62Quiet
Doing
Pantry drops to four packs; a Sunday cue after the kids’ hagwon. An internal trigger — no advertising involved.
Skips research. At most a 5-second Coupang-vs-E-mart price glance — to pick a channel, never a brand.
Grabs the 20-pack off the wall of red. Clocks the shelf price against 30 years of memory in one second.
Cracks an egg into boiling broth, adds scallion. The exact 1986 taste. The week is officially closed.
Doesn’t post or review — just keeps buying, and quietly defends Shin when the teens push Buldak.
The Job →Be the cheapest authentic ticket into the culture she already loves.
Journey signature · 22 touchpointsThe ZMOT is the whole journey — intent forms entirely on social before she sees a shelf. Touchpoints spike online; her UMOT becomes the next explorer’s ZMOT.
Where we WIN themOwn the ZMOT — discovery + beginner content + the mild bridge. Every good post is free reach.
Where we LOSE themLose her at first-cook if the heat isn’t scaffolded — one brutal bowl and the FYP moves on.
Accent · Zoe’s journey · ZMOT hero
✕Pain ⚠Hesitation →Opportunity nTouchpoints
J2
Decision Journey
Classic funnel × Moments of Truth — ZMOT highlighted · 22 touchpoints mapped
Funnel stage
FUNNEL 01
Awareness
FUNNEL 02
Consideration
FUNNEL 03
Purchase
FUNNEL 04
Retention
FUNNEL 05
Advocacy
Moment of truth
StimulusThe Stimulus
ZERO MOMENT OF TRUTHZMOTTHE ENTIRE FUNNEL
FMOTFirst Moment of Truth
SMOTSecond Moment of Truth
UMOTUltimate Moment of Truth
Emotion
72Curious
90Hyped
62Recognises
45Heat shock
88Proud
Doing
Spots a steaming red bowl in a K-drama; within a week her FYP is wall-to-wall ramen hacks.
Binges #shinramyun, scans comments for the ‘is it too spicy?’ verdict, saves the cheese-slice + egg hacks. Buys in socially before buying at all.
Finds the red packet in Tesco’s world-foods aisle — recognises it from the videos, not the brand. Grabs one, maybe two.
Cooks it as an event with flatmates, films the spoon test. The heat wrecks her — the hacks rescue it.
Posts the reaction video; it lands in someone else’s FYP — her advocacy is literally the next explorer’s research.
6#shinramyun TikTok tagComment-section Q&AYouTube Shorts hacksr/ramen beginner threadsReddit ‘is it too spicy’ searchGroup-chat screenshots
3Tesco world-foods aisleShelf-edge price labelAmazon UK (if OOS)
4Shared flat kitchenCheese slice + egg hackMilk on standbyFlatmate reaction
4TikTok reaction postInstagram StoriesTags friends to try itDuets / stitches
Thinking + friction
“Everyone’s eating this. I want in.”⚠ Hesitation ·Doesn’t know the brand name yet — just ‘the red Korean one’.
“Okay — add cheese and an egg and I’ll survive it.”⚠ Hesitation ·The heat warnings in the comments genuinely scare her — nearly picks a milder brand.
“That’s the one from the FYP. £0.99, why not.”⚠ Hesitation ·Second-guesses single vs multipack — commits to one ‘in case I hate it’.
“Why is this SO spicy — wait, the cheese actually works.”⚠ Hesitation ·Halfway through she wonders if she’ll ever finish the bowl — one bad cook = one-and-done.
“Obviously I posted it. Look how red my face is.”⚠ Hesitation ·Might not repurchase — the algorithm could serve a rival trend next week.
Pain points
✕Passive awareness — no product name attached.
✕Can’t tell Shin from Samyang in the clips.
✕Low brand literacy — unsure which pack is ‘the one’.
✕Heat fear builds before purchase.
✕Premium variants feel like a student splurge.
✕Availability gaps push her to a substitute.
✕Buys only one — low commitment, easy churn.
✕Real heat barrier risks a one-and-done.
✕Without the hacks the first bowl is a bad memory.
✕Loyalty is thin — trend-driven, not brand-driven.
✕Posts once, then moves to the next viral food.
Opportu- nity
→Creator seeding + an instantly recognisable ‘red packet’ look.
→Own the ‘start here’ beginner content + a mild-entry rec.
→Mainstream distribution + shelf visibility + single-serve trial.
→Mild/creamy variant (Toomba) as the retention bridge; on-pack hack guide.
→Convert the poster into a repeat buyer via variant discovery.
The Job →Win the cost-per-satisfying-meal equation, every single time.
Journey signature · 16 touchpointsA front-loaded ZMOT: he researches once, builds the spreadsheet, then automates re-buying with zero further consideration.
Where we WIN themOwn the ZMOT tier lists and hold the price lead. Win the research once, win months of auto re-buys.
Where we LOSE themThe day a rival’s cost-per-meal beats Shin, he re-runs the spreadsheet and switches — no sentiment.
Accent · Marcus’s journey · ZMOT hero
✕Pain ⚠Hesitation →Opportunity nTouchpoints
J3
Decision Journey
Classic funnel × Moments of Truth — ZMOT highlighted · 16 touchpoints mapped
Funnel stage
FUNNEL 01
Awareness
FUNNEL 02
Consideration
FUNNEL 03
Purchase
FUNNEL 04
Retention
FUNNEL 05
Advocacy
Moment of truth
StimulusThe Stimulus
ZERO MOMENT OF TRUTHZMOTRESEARCH-HEAVY, ONE-TIME
FMOTFirst Moment of Truth
SMOTSecond Moment of Truth
UMOTUltimate Moment of Truth
Emotion
54Stressed
80Absorbed
86Vindicated
70Guilt creep
90Evangelist
Doing
11pm, dining hall shut, $23 till Friday. The kettle is the only kitchen he has.
Reads r/ramen tier lists and YouTube blind tastings, then builds an actual cost-per-meal spreadsheet. Shin wins flavour-per-dollar.
Loads the 18-pack on the family Costco run. After the first decision, re-buying is automatic — no shelf deliberation.
Egg in every bowl, scallion when flush, cheese slice on Fridays. Twelve packs a month — until finals.
Shows hallmates the spreadsheet, drops the rec in r/college threads. His verdict becomes someone else’s research.
Touch- points
2Dining-hall closing timeBudgeting app red zone
5r/ramen S-tier listsYouTube blind taste-testsr/college value threadsHis own Google SheetCostco unit-price page
3Costco 18-pack palletFamily Costco runAmazon Subscribe & Save
3Hot pot at the deskEgg + cheese upgradeLate-night study fuel
3r/college rec postShares the spreadsheetHallway word-of-mouth
Thinking + friction
“Hot, filling, cheap — tonight and every night this week.”⚠ Hesitation ·Wonders if instant ramen is ‘sad’ — then does the math and stops caring.
“$1.40 a bowl with the Costco box. The math is settled.”⚠ Hesitation ·Briefly tempted by a cheaper store-brand — rejects it on taste-per-dollar.
“Same box, under the bed, done.”⚠ Hesitation ·Only pauses if the per-pack price crept up since the last box.
“It’s carrying me through the semester. Arteries can wait.”⚠ Hesitation ·By finals the nutrition guilt spikes — eyes a ‘healthier’ swap.
“Just get the Costco box. Trust the numbers.”⚠ Hesitation ·His advocacy is conditional — a cheaper rival would flip the recommendation.
Pain points
✕Budget pressure defines the whole decision.
✕No kitchen — microwave + kettle only.
✕The analysis is a one-time cost — win it or lose him.
✕Store-brand undercuts on pure price.
✕Needs a bulk format that survives a dorm.
✕Depends on a family Costco run for the best price.
✕Nutrition guilt is the real churn risk by finals.
✕Flavour fatigue after weeks of the same bowl.
✕Advocacy is rational — a better price out-argues it.
✕No emotional lock-in to defend the brand.
Opportu- nity
→Position Shin as the default broke-week hot meal on campus.
→Be the top answer in every ‘best cheap ramen’ thread; publish unit-cost math.
The Job →Turn an indulgence into a defensible family tradition.
Journey signature · 18 touchpointsA generational stimulus, not promotional. Her ZMOT is recipe & label research; guilt is resolved by trading up to Black. Touchpoints cluster at consideration and cooking.
Where we WIN themMake the premium tier the guilt-resolver at label, checkout, and serving — that’s where Black earns its margin.
Where we LOSE themLose her at the sodium panel if Black ever stops feeling defensible to feed her children.
Accent · Grace’s journey · ZMOT hero
✕Pain ⚠Hesitation →Opportunity nTouchpoints
J4
Decision Journey
Classic funnel × Moments of Truth — ZMOT highlighted · 18 touchpoints mapped
Funnel stage
FUNNEL 01
Awareness
FUNNEL 02
Consideration
FUNNEL 03
Purchase
FUNNEL 04
Retention
FUNNEL 05
Advocacy
Moment of truth
StimulusThe Stimulus
ZERO MOMENT OF TRUTHZMOTRECIPE & LABEL RESEARCH
FMOTFirst Moment of Truth
SMOTSecond Moment of Truth
UMOTUltimate Moment of Truth
Emotion
80Nostalgic
70Scrutinising
78Reassured
92Fulfilled
78Proud
Doing
A smell, a memory: her mother’s after-school ramyun. She wants her kids to have the same one.
Follows Korean-American food creators for elevated prep, reads every Black label revision — decides premium is the guilt-offset.
On the weekly H-Mart run she reaches past the red for the black-and-gold Black. Instacart when the week’s tight.
Ramyun night is planned: bok choy, mushrooms, rice cakes, egg. Two pots — hers full-heat, the kids’ halved with milk.
Posts the augmented bowl, tags the tradition, recommends Black to other parents in the community chat.
Touch- points
3Childhood food memoryMother’s Kakao recipe notesKids asking for ‘noodle night’
4YouTube ‘elevated ramyun’Instagram creator reelsShin Black nutrition panelKakaoTalk mom-group recs
3Instagram ‘ramyun night’ postKakaoTalk parent communityIRL recs to other moms
Thinking + friction
“I want them to know this taste.”⚠ Hesitation ·Immediately weighs the memory against feeding processed food to her kids.
“If it’s the Black with real broth and veg, I can feed it to the kids.”⚠ Hesitation ·Reads the sodium figure twice — nearly talks herself out of it.
“The Black earns its place in the cart.”⚠ Hesitation ·Pauses at the price gap vs the regular pack before choosing premium.
“Same smell in the kitchen as when I was nine. That’s the point.”⚠ Hesitation ·The 20-minute window and kids’ heat limit cap how often she can do it.
“This is how we do ramyun night.”⚠ Hesitation ·Her advocacy is guilt-contingent — a health headline could make her go quiet.
Pain points
✕Trigger is generational — no promo reaches it.
✕Guilt attaches before she’s even bought it.
✕Sodium scrutiny hits hard at the label.
✕Weighs authentic vs healthy every time.
✕Premium price needs justifying to herself.
✕Premium price gap vs the regular red packet.
✕Must also buy fresh add-ins — bigger basket, more effort.
✕20-min window + kids’ heat limit cap frequency.
✕Two-pot cooking doubles the effort.
✕Advocacy tied to guilt-resolution — a scare could flip it.
✕Recommends the ritual, not the plain product.
Opportu- nity
→Heritage-continuity storytelling aimed at second-gen parents.
→Transparent nutrition + a premium beef-bone broth story.
→Justify the premium at shelf — broth, provenance, pairing cards.
→Quick-prep add-in kits + a kid-mild Black to lift frequency.
→Own the ‘premium + real add-ins’ family narrative; arm her with recipes.
EVIDENCE — Korea Herald — N. America is Shin’s largest overseas region · FoodNavigator-Asia: US expansion targets trade-up buyers.
Persona 05 · Heat Enthusiast · Toronto CA
Dev
The Heat-Seeking Foodie
The Job →Supply the reference standard every new noodle must beat.
Journey signature · 20 touchpointsA ZMOT ↔ UMOT loop: he researches obsessively, then publishes the ranked review that becomes everyone else’s ZMOT. Highest touchpoint count of the five.
Where we WIN themFeed him credible novelty and keep Shin the benchmark. His UMOT is everyone else’s ZMOT.
Where we LOSE themLose him to gimmick fatigue and you lose a media channel, not a single basket.
Accent · Dev’s journey · ZMOT hero
✕Pain ⚠Hesitation →Opportunity nTouchpoints
J5
Decision Journey
Classic funnel × Moments of Truth — ZMOT highlighted · 20 touchpoints mapped
Funnel stage
FUNNEL 01
Awareness
FUNNEL 02
Consideration
FUNNEL 03
Purchase
FUNNEL 04
Retention
FUNNEL 05
Advocacy
Moment of truth
StimulusThe Stimulus
ZERO MOMENT OF TRUTHZMOTHE IS THE ZMOT SOURCE
FMOTFirst Moment of Truth
SMOTSecond Moment of Truth
UMOTUltimate Moment of Truth
Emotion
82Excited
78Analytical
62Impatient
80Judging
92Acclaimed
Doing
Catches a new-variant drop in Korea via the ramen subs — knows Toronto shelves will get it eventually, if at all.
Cross-shops Nongshim vs Samyang like a sports rivalry, with original Shin as the fixed benchmark — ‘the control group.’
Hunts the variant at Asian grocers, pays a 2× import premium on Amazon.ca to be first.
Runs a structured two-bowl tasting; scores heat / body / chew / value against Shin. Logs it with the other 40+.
Publishes the ranked review to r/InstantRamen and the group chat — it becomes the exact research the next buyer reads.
Touch- points
4r/ramen ‘new release’ postsKorean YouTube reviewsImport-store new arrivalsSamyang-vs-Nongshim banter
Every mapped touchpoint, counted by persona × stage. Darker = more touchpoints; the gold-outlined column is the ZMOT. The pattern is the finding: discovery- and research-led personas (Zoe, Marcus, Dev) pile touchpoints into the ZMOT, while Mi-yeong’s habit journey stays flat and offline.
Persona ↓ Stage →
AwarenessStimulus
ConsiderationZMOT
PurchaseFMOT
RetentionSMOT
AdvocacyUMOT
Total
Mi-yeongThe Weeknight Ritualist
3
1
4
3
2
13
ZoeThe K-Wave Explorer
5
6
3
4
4
22
MarcusThe Dorm-Room Optimizer
2
5
3
3
3
16
GraceThe Family Upgrader
3
4
4
4
3
18
DevThe Heat-Seeking Foodie
4
6
3
3
4
20
Stage total
17
22
17
17
16
89
Read the ZMOT columnZoe and Dev load 6 touchpoints into the Zero Moment of Truth; Mi-yeong lands just 1 — her consideration stage has effectively collapsed. For the explorers the sale is decided online, before any shelf; for the ritualist there’s nothing to win there.
Where to spendTouchpoint mass shows where a pound of marketing works hardest: social + review content at ZMOT for the explorers, shelf + ritual for Mi-yeong and Grace, and reviewer seeding for Dev whose UMOT re-feeds the whole map.
Emotion cross-checkTouchpoint spikes track emotional volatility: the flat, low-touch journey (Mi-yeong) is the most emotionally stable; the high-touch social journeys swing hardest between hype and heat-shock.
METHOD — touchpoints are the discrete brand/context contacts named on each persona’s journey map (pages J1–J5). Counts are illustrative of relative intensity, anchored to the channel evidence cited on every page.