CJ CheilJedang Targets Summer Noodle Market...Revives 'CheilJemyeonso' Brand

[Asia Economy Reporter Choi Saeng-hye] CJ CheilJedang has launched an offensive to capture the summer noodle market. The strategy focuses on expanding peak season sales through new product launches and large-scale marketing campaigns.

On the 15th, CJ CheilJedang announced that it will revive the specialty noodle brand ‘Jeil Jemyunso.’ Jeil Jemyunso was very popular for its products reflecting regional characteristics, but due to the high cost burden from using premium ingredients, sales were halted last year. However, numerous inquiries about where to purchase the products and strong demands for re-release led to its comeback.

The newly launched products are ‘Jeil Jemyunso Busan Milmyeon’ and ‘Jeil Jemyunso Sokcho Kodari Naengmyeon.’ Jeil Jemyunso Busan Milmyeon offers the chewy texture unique to milmyeon, featuring authentic Busan milmyeon with a harmonious blend of cool dongchimi broth and spicy dadegi seasoning. Jeil Jemyunso Sokcho Kodari Naengmyeon uses a kodari (semi-dried pollack) pickling method, incorporating chewy kodari seasoned as is, delivering an excellent chewiness and umami flavor.

They also introduced an online-exclusive product, ‘Practical Dongchimi Mul Naengmyeon.’ Targeted at consumers who prefer reasonable spending, this product allows customers to enjoy CJ’s naengmyeon at an affordable price. It includes 15 servings each of dongchimi broth and naengmyeon noodles and is available through online channels such as Coupang. Priced at 19,900 KRW, it costs about 1,327 KRW per serving, and high popularity is expected.

Alongside the new product launches, various activities will be carried out. Events offering CJ naengmyeon bowls will run until August on multiple platforms including 11st, Wemakeprice, SSG, and Naver. Additionally, retail shelves will be decorated under the concept ‘The Coolness is Different, CJ Dongchimi Mul Naengmyeon,’ promoting the various refreshing experiences naengmyeon provides, such as ‘refreshing relief from stress,’ ‘awakening from a stifling daily life,’ and ‘soothing a dizzy stomach from hangovers.’

Furthermore, aggressive marketing will be conducted by showcasing content linked with products that pair well with naengmyeon, such as ‘Bibigo Pyongyang Mandu’ and ‘Bibigo Yeolmu Kimchi,’ on social networking services (SNS). A CJ CheilJedang official stated, “As the weather has started to get hot in earnest recently, the number of consumers seeking naengmyeon has exploded. We will focus on expanding sales by targeting segmented consumer tastes with various noodle products.”

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