The Meme Craze Boosts 'Nongshim Saewookkang'... 1 Day 3 Kkang and Post-Meal Kkang with Rain
30% Increase in Sales Over the Past Month
[Asia Economy Reporter Lee Seon-ae] Along with the nationwide ‘Kkang fever’ heating up the country, Nongshim’s Saewookkang is becoming a hot topic. Nongshim announced on the 24th that Saewookkang, which has recently surged in popularity, recorded sales of 7 billion KRW in the past month, a 30% increase compared to the previous year. The ‘meme’ phenomenon spreading online has translated into actual purchases.
A Nongshim official said, “On social networking services (SNS), photos certifying Saewookkang purchases with hashtags like ‘1il1kkang’ (one Kkang a day) and ‘sikhuikkang’ (post-meal Kkang) are being posted daily, and retailers are actively promoting bundle sales of Saewookkang,” adding, “Thanks to the hot popularity both online and offline, sales have greatly increased.”
Saewookkang was able to attract great consumer interest because it is a beloved national snack that has been loved for a long time. When Rain’s ‘Kkang’ became an issue, netizens naturally recalled the familiar Saewookkang they had eaten, and it naturally became the subject of the ‘meme.’
Moreover, Nongshim fueled the Saewookkang craze by quickly responding to consumers’ requests to recommend Rain as an advertising model. Nongshim plans to hold a ‘National Challenge’ and introduce new advertisements featuring the selected works combined with Rain.
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Saewookkang, which is receiving more love and attention than ever, is a ‘national snack’ that has been steadily loved for 49 years since its launch. Children who enjoyed Saewookkang in the 1970s and 1980s have now become parents and enjoy Saewookkang with their children. Saewookkang has become a snack enjoyed by all generations, from grandparents to children, being called the national snack, national side dish, and national food. Currently, Saewookkang leads the snack market with annual sales of about 70 billion KRW.
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