CJ CheilJedang Achieves Record Monthly Sales for Naengmyeon Amid 'Jipnaeng' Trend

Launching the 'Seonju Humeon' Campaign in Collaboration with Jinro

[Asia Economy Reporter Choi Saeng-hye] CJ CheilJedang’s naengmyeon is showing strong sales performance as the summer peak season arrives.

CJ CheilJedang announced on the 26th that cumulative sales of naengmyeon products reached approximately 25 billion KRW from May, the peak season for naengmyeon, until the 24th. Especially last month, sales exceeded 10 billion KRW, achieving the highest monthly sales ever. The surge in naengmyeon consumption due to the heatwave and the inter-Korean summit boosted sales beyond the record set in July 2018.

Amid the ongoing ‘home dining trend,’ satisfying consumers’ diverse tastes with a segmented product lineup was key. CJ CheilJedang offers a variety of products including traditional naengmyeon such as ‘Dongchimi Mul Naengmyeon’ and ‘Hamheung Bibim Naengmyeon,’ regional specialties like ‘Busan Milmyeon’ and ‘Sokcho Kodari Naengmyeon,’ summer delicacies like ‘Katsuo Memil Saengmyeon,’ and ‘Savory Kongguksu.’ They also introduced value-oriented naengmyeon products catering to consumers who prefer reasonable spending, diversifying consumer choices.

Marketing activities actively communicating with consumers through various channels also contributed. They held prize events on multiple platforms and emphasized the refreshing qualities of naengmyeon in the ‘Coolness is Different, CJ Dongchimi Mul Naengmyeon’ campaign, highlighting its relief from summer heat and everyday discomfort. Through social networking services (SNS), they promoted content introducing foods that pair well with naengmyeon, and in line with the one-person media era, a marketer appeared live on ‘Naver Selective’ to showcase mukbang, making naengmyeon more approachable and entertaining.

In line with the full-fledged heatwave season after the rainy season, CJ CheilJedang is launching the ‘Seonju Hoomyeon (先酒後麵)’ campaign in collaboration with Jinro. Seonju Hoomyeon means ‘enjoying alcohol first and then eating naengmyeon as a hangover cure,’ a phrase derived from the culture of eating naengmyeon to sober up during the late Joseon Dynasty. The campaign was planned to align with the trend of pairing naengmyeon with soju, which has recently gained popularity on SNS as a new favorite combination.

To promote the Seonju Hoomyeon campaign, CJ CheilJedang and Jinro will upload content such as images and videos with the Seonju Hoomyeon concept on their official SNS channels. Promotional materials announcing the collaboration with Jinro will be produced and displayed in some store corners. Various activities, including a special exhibition using CJ CheilJedang naengmyeon and Jinro goods on online malls, are planned.

A CJ CheilJedang official said, “We will actively promote the diverse uses of naengmyeon not only for hot weather but also as a food to relieve discomfort in daily life such as hangovers, side dishes, and light late-night snacks, leading the ‘home naengmyeon’ trend where consumers enjoy restaurant-quality naengmyeon at home at reasonable prices.”

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