‘Hoppang Economics’ Remains Top Snack This Winter... Record-Breaking Sales

Expected to achieve target sales of 120 billion KRW and cumulative sales of 6.1 billion units... Record high
Despite abundant snacks, winter treats are booming... Quality efforts and marketing drive growth

[Asia Economy Reporter Lee Seon-ae] This winter, the nation's favorite snack remains 'Hoppang.' Following last winter, Hoppang sales have once again reached record highs this winter, showcasing its status as a 'national brand.'

According to SPC Group on the 15th, sales of Samlip Hoppang are rapidly increasing. Sales in December alone rose 15% compared to the previous year, marking an unprecedented growth rate. The cumulative growth rate from October to December, the peak sales season for Hoppang, reached 11%. It is expected that by February to March, when winter ends, the target sales of 120 billion KRW and cumulative sales volume of 6.1 billion units will be achieved. Last year, the company also set a record by selling 110 billion KRW in sales and 6 billion units cumulatively.

That’s not all. The records set by Hoppang are astonishing. For half a century, over 100 million units have been sold annually, which means that based on South Korea’s population, more than 2.5 Hoppangs are consumed per person every winter. Considering the six-month period during which Hoppang is sold annually, approximately 7.6 Hoppangs are sold every second (based on 120 million units sold over six months).

Industry experts say it is unusual that Hoppang continues to sell like hotcakes even today, when there is an abundance of various types of bread and alternative snacks, unlike in the past when Hoppang was considered a premium bread during times of limited food options.

One of the driving forces behind this year’s record-breaking sales is diverse marketing. The popularity of 'Hojjimi,' a merchandise item, led to growth in online sales. The Hoppang mini steamer 'Hojjimi' and Hoppang sets were launched on 'KakaoTalk Gift' in early October, and the prepared quantity of about 20,000 units sold out in about an hour. Through the publisher 'Urban Books,' SPC released the 'Samlip Hoppang Brand Book (Hoppang Book: The Archive),' which contains warm stories about the history, value, and people behind the Samlip Hoppang brand, focusing on marketing that brings the brand closer to consumers.

The ever-diversifying new products also hit the mark this winter. New spicy products such as 'Ssen Buldak Hoppang,' filled with spicy buldak ingredients, and 'Ssen Szechuan Jjajang Hoppang,' filled with spicy Szechuan black bean sauce, attracted a young customer base. Additionally, collaboration products targeting younger consumers, such as 'Minions Banana Hoppang' and 'Hershey’s Choco Hoppang,' gained huge popularity, with over 5,000 related posts on social media platforms.

Since launching Hoppang in October 1971 as Korea’s first winter bread, SPC Samlip has continuously focused on quality. Along with the traditional steady sellers like red bean and vegetable Hoppang, new products reflecting current trends have been introduced every year. New products using ingredients such as pizza, sweet potato, buldak, milk, burger, and golden egg Hoppang are released annually. Since 2016, SPC Samlip has applied its self-developed 'native yeast' to elevate Hoppang’s quality. The sales proportion of new Hoppang products reflecting annual trends has steadily increased, rising from 10-20% of total Hoppang sales until 2016 to 30% last year.

An SPC Samlip official said, "We will continue to strive to make Samlip Hoppang a truly beloved national brand for everyone."

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