Nongshim to Promote 'Jjapaguri Recipe' Worldwide Riding on Parasite's Popularity

[Asia Economy Reporter Choi Saeng-hye] Nongshim announced on the 11th that, following the increased interest from global distributors and consumers in Jjapaguri due to the Academy Award win of the movie Parasite, it has uploaded a video introducing the Jjapaguri recipe in 11 languages on its YouTube channel.

Jjapaguri has gained popularity worldwide whenever the movie is released, heating up local cooking sites and social networking services (SNS). People around the world who have tried Jjapaguri have praised it, saying, "It was sweet and addictive, so I finished it all at once," and "It was quite delicious even without adding beef."

Especially after the news of Parasite's Academy Award win was announced on the 10th, stories about "cooking and eating Jjapaguri to celebrate" spread worldwide through SNS.

In response, Nongshim is promoting Jjapaguri by distributing Chapagetti and Neoguri products at cinemas around the world. In particular, in the UK, where screenings began on the 7th, promotional materials featuring a parody of the Parasite movie poster and the recipe have been produced to raise awareness of Jjapaguri.

A Nongshim official said, "Just as the popularity of dramas once sparked a 'Chimaek (Chicken + Maekju)' trend in China and Southeast Asia, we believe that promoting Korean food culture through cultural content is a good way to spread the Korean food wave. As inquiries about Jjapaguri continue from distributors and consumers worldwide, we plan to carry on the Jjapaguri craze through various promotional activities."

Jjapaguri first became a hot topic in 2009 when a netizen introduced their unique recipe on an internet community operated by Nongshim. Since then, as the trend of modishumers (a combination of Modify and Consumer), who cook products according to their preferences, has spread, Jjapaguri is regarded as the origin of the modishumer craze.

This content was produced with the assistance of AI translation services.