From Food Manufacturers to Dining Companies... The Summer Cold Noodle Battle Heats Up

Seasonal Noodles Market Expected to Grow Nearly 20% Year-on-Year
Food Companies Launching New Shelf-Stable Naengmyeon Products... Dining Companies Also Introducing HMR

[Asia Economy Reporter Choi Saeng-hye] With this summer’s unprecedented heatwave forecasted, the food and dining industry has officially entered the cold noodle battle. The seasonal noodle market is expected to grow by nearly 20% compared to last year, with the ambient temperature cold noodle market size rapidly expanding.

According to industry sources on the 27th, Pulmuone, which has recently showcased various noodle dishes using non-fried dried noodles, launched two ambient temperature cold noodle products, ‘Pulmuone Mul Naengmyeon’ and ‘Pulmuone Bibim Naengmyeon,’ targeting Nongshim’s ‘Dungji Naengmyeon.’

The two new cold noodle products allow consumers to easily enjoy the authentic taste of specialty cold noodles at home, thanks to Pulmuone’s long-standing noodle-making expertise and its proprietary noodle-making technique called the ‘Three-layer Noodle Sheet Method.’

First, strong pressure from three rollers is used to knead the dough, enhancing its stickiness and elasticity. After noodle making, a slow air-drying method is applied to maintain the chewy texture characteristic of authentic cold noodles. Additionally, the ingredient mix for the noodles is adjusted according to the characteristics of Mul Naengmyeon and Bibim Naengmyeon to optimize texture and flavor.

‘Pulmuone Mul Naengmyeon’ uses noodles made from a blend of buckwheat and potato starch, creating a savory and chewy texture. The noodles are extruded into thin strands of 0.9 mm, which do not easily soften in the broth and maintain their chewiness until the end. The broth is enhanced with matured dongchimi (radish water kimchi) and beef brisket stock for a clean umami flavor.

‘Pulmuone Bibim Naengmyeon’ features noodles made by mixing potato and sweet potato starch in a golden ratio to replicate the chewy and elastic texture unique to Hamheung-style cold noodles. The noodles are 0.8 mm thin, 0.1 mm thinner than the Mul Naengmyeon noodles, allowing the sauce to coat better. The sauce is based on red pepper powder and chopped chili peppers, combined with various fruits and vegetables (pear, apple, green onion, garlic, etc.) to deliver a spicy yet clean taste without heaviness.

The preparation method is simple. Without needing to rub the noodles by hand, just boil them in boiling water for 3 minutes, rinse in cold water, and mix with cold noodle broth or bibim sauce. The product comes with cucumber and radish garnishes, and for enhanced flavor, you can add egg, pear, mustard, and vinegar according to your preference.

CJ CheilJedang has revived its specialty noodle brand ‘Jeil Jemyunso.’ Although Jeil Jemyunso gained great popularity with products reflecting regional characteristics, it was discontinued last year due to high costs from using premium ingredients. However, due to numerous inquiries about where to purchase and strong demands for re-release, ‘Jeil Jemyunso Busan Milmyeon’ and ‘Jeil Jemyunso Sokcho Kodari Naengmyeon’ have been reintroduced.

They also launched an online-exclusive product called ‘Value Dongchimi Mul Naengmyeon,’ which includes 15 servings each of dongchimi broth and cold noodle strands, available through online channels like Coupang. Priced at 19,900 KRW, it costs about 1,327 KRW per serving, making it relatively affordable.

SG Dinehill launched RMR (Restaurant Meal Replacement) versions of ‘Seoul-style Mul Naengmyeon’ and ‘Seoul-style Bibim Naengmyeon’ from the Michelin Guide-featured upscale Korean restaurant Samwon Garden in Apgujeong on Market Kurly starting the 26th.

Since its establishment in 1976, Samwon Garden has solidified its position as a prestigious dining venue, hosting domestic and international VIP banquets. The restaurant continues the legacy of Korean cuisine based on its three principles symbolized by ‘Samwon’: cleanliness, kindness, and taste. In 2019, it was selected as a ‘restaurant where you can enjoy good food’ by the Michelin Guide’s The Plate.

Samwon Garden’s Seoul-style Mul Naengmyeon and Bibim Naengmyeon are the fifth RMR products following ‘Galbi Gomtang,’ ‘Sirloin Bulgogi,’ ‘Yukgaejang Galbitang,’ and ‘Seasoned Galbi Kkotsal.’ Famous meat restaurants each have their unique cold noodle recipes, and these newly released products have been crafted through Samwon Garden’s distinctive cooking methods to become cold noodles loved by all. The recipe, refined over 44 years, allows you to enjoy the deep flavor of brisket broth and the refreshing taste of fruit.

Each serving is composed of 780g and 369g portions. They are available on Market Kurly for 7,900 KRW.

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