"Food Industry Expects Record Sales Again This Year, Launches 'Gwanggunje Package'"

Samyang and Nongshim Promote Bestselling Products with Popular Celebrity Models
Expecting Sales Growth for CJ CheilJedang and Orion as Well

Samyang Foods' 'Buldak Bokkeummyeon Singles' Day Limited Edition Package'

[Asia Economy Reporter Choi Saeng-hye] Ahead of Guanggunje (November 11), the largest online shopping day in China, the food industry is launching limited edition packages and events to capture the peak season. In addition to the increase in domestic and international home meal replacement (HMR) consumption this year due to the impact of the novel coronavirus (COVID-19), there is a strong determination to achieve the highest performance in the second half of the year through Guanggunje sales.

According to the distribution industry on the 4th, Samyang Foods and Nongshim, which are leading the K-ramen craze in China, plan to release best-selling product packages and actively engage in marketing again this year.

Samyang Foods will once again feature 'Buldak Bokkeum Myun' as its main product this year, following last year. Samyang Foods' Buldak brand recorded the highest sales among domestic food products during last year's Guanggunje, surpassing Nongshim's Shin Ramyun as a single item. Led by the Buldak brand, products like Jjajjaroni and Kimchi Ramen gained popularity, resulting in sales of 4.4 billion KRW in one day during last year's Guanggunje.

Due to the impact of '618', the largest event in China’s first half of the year, Samyang Foods' export amount to China has been declining since peaking in May. Samyang Foods expects a rebound in export amounts through Guanggunje.

A Samyang Foods representative said, "Ahead of Guanggunje, we released the 'Buldak Bokkeum Myun Guanggunje Limited Edition Package' and plan to accelerate marketing activities by conducting events through popular Chinese celebrity Guo Qilin, who signed a promotional model contract in June." In addition, they will run QR code lottery events within product packages, offer price discounts (coupons), and advertise using banners on platforms.

Collection of Nongshim's Most Popular Products

Marketing Image Utilizing Jiangsu Province, China

Nongshim, which achieved a record high sales of 1.16 billion KRW during last year's Guanggunje, will sell Guanggunje set products containing Nongshim's bestsellers such as Shin Ramyun, Chapagetti, and Ansungtangmyun for this Guanggunje. They will also conduct online marketing for Guanggunje using popular Chinese actor Zhang Xincheng as a model.

Nongshim attributed last year's 40% year-on-year sales growth during Guanggunje and record-breaking sales to pre-marketing activities. Last year, Nongshim focused on package products centered on popular brands like Shin Ramyun and Kimchi Ramen and intensively executed online advertisements. They also conducted various promotions such as accepting pre-purchase reservations at discounted prices for ten days ahead of Guanggunje.

Nongshim expects to achieve better results than last year through this year's Guanggunje, as demand for Nongshim products in China continues to steadily increase and the investment in expanding sales regions and distribution channels has been largely completed.

CJ CheilJedang plans to focus on sales of Bibigo dumplings, soup dishes, and Hetbahn Cupbap porridge on JD.com and Tmall. Their goal is to achieve more than double last year's sales. Last year, CJ CheilJedang recorded sales of 2.3 billion KRW, a fourfold increase compared to the previous year, by focusing on Bibigo Wang Gyoja and other HMR products as main sales items.

Orion's Snack Gift Set

Orion's Snack Gift Set

Orion will produce and sell snack gift sets (pies, potato snacks) during Guanggunje and engage in discount promotions and coupon giveaways. Orion's sales in the fourth quarter of last year, including Guanggunje, reached 255 billion KRW, a 15.8% increase compared to the previous year. Orion has maintained sales growth centered on new products such as pie line extensions, nut bars, and seaweed snacks, in addition to steady sellers like Choco Pie and potato snacks in China. Channel expansion to 3-4 star cities and convenience stores has also driven sales growth. Accordingly, the securities industry estimates that Orion can achieve sales of 286 billion KRW in the fourth quarter of this year, a 12.2% increase year-on-year.

Meanwhile, the total transaction amount during last year's Guanggunje, known as the Chinese version of Black Friday, exceeded 44 trillion KRW in one day. South Korea ranked third in overseas direct purchases after the United States and Japan. A distribution industry official said, "This Guanggunje has extended the event period and expanded the scale compared to previous years, raising domestic companies' expectations significantly."

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