Shinsegae Food's 'Daebak Ramen' Surpasses 10 Million Units Sold in Malaysia

[Asia Economy Reporter Choi Saeng-hye] Shinsegae Food's 'Daebak Ramen' is gaining popularity by achieving great success in Malaysia.

According to Shinsegae Food on the 20th, the cumulative sales of Daebak Ramen, launched in Malaysia to target the global halal food market, have surpassed 10 million units.

By product category, two types?'Daebak Kimchi Stew' and 'Daebak Seasoned Chicken'?which were first introduced at the launch of Daebak Ramen in March 2018, sold 4 million units; 'Daebak Ghost Pepper,' launched in March 2019 with Bhut Jolokia, known as one of the spiciest peppers in the world, sold 5 million units; and two types launched in October last year using the Latin American spicy pepper Habanero?'Daebak Habanero Kimchi Stew' and 'Daebak Habanero Spicy Chicken'?sold 1.4 million units, totaling 10.4 million units sold as of last month.

In particular, despite Malaysia's very strict movement restrictions at the national level since the outbreak of COVID-19 in February, which caused sluggish consumption of daily necessities and processed foods, Daebak Ramen received a meaningful response by maintaining monthly sales of over 200,000 units, even though its price is 2 to 3 times higher than local ramen. In fact, the price of 'Daebak Ramen' ranges from 4.2 to 5.8 ringgit (approximately 1,184 to 1,635 KRW), which is 2 to 3 times more expensive than regular ramen sold locally in Malaysia.

Shinsegae Food analyzed that this popularity was mainly due to the strong and addictive Korean-style spiciness of Daebak Ramen being well received among young people in Malaysia, spreading by word of mouth through social networking services (SNS), and gaining trust among the Muslim majority by obtaining the Jakim Halal certification in Malaysia.

To continue the popularity of Daebak Ramen in Malaysia, Shinsegae Food plans to expand the sales channels of Daebak Ghost Pepper, which has been exclusively sold at 7-Eleven, to large supermarkets. Additionally, they intend to strengthen promotional activities and online marketing for two products, 'Daebak Habanero Kimchi Stew' and 'Daebak Habanero Spicy Chicken,' which are currently sold at seven local large supermarkets including HERO, AEON, and NSK.

Furthermore, the countries to which products produced in Malaysia were exported?China, Singapore, Thailand, and three other countries?were expanded in the first half of this year to include Hong Kong, the Philippines, and Vietnam, and in the second half, three more countries?USA, Myanmar, and Indonesia?will be added, aiming to increase the total to 12 countries.

A Shinsegae Food official said, “The positive response to K-food, the increasing preference for spicy ramen, and the high trust through Jakim Halal certification have all aligned well with local consumers, leading to steady popularity. Starting with Daebak Ramen, we will continue to target the Southeast Asian halal market with various types of K-food.”

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