Summer Ramen Competition Begins... Nongshim Launches 'Baehongdong Bibimmyeon' Sales

Nongshim to Launch New Product Baehongdong Bibimmyun from 11th
Paldo Bibimmyun and Ottogi Jin Bibimmyun Face Off in One Battle

A customer is purchasing Nongshim Bae Hong Dong Bibimmyun at a large supermarket.

[Asia Economy Reporter Lim Hye-seon] The summer ramen market competition has begun.

From the 11th, Nongshim will start a new wave by launching the new product Baehongdong Bibimmyeon and airing a TV commercial featuring broadcaster Yoo Jae-suk as the model.

Every year, companies have been competing to dominate the summer noodle market by releasing renewed, limited edition, and new products in spring. This year, Nongshim ignited the competition early by announcing a new product launch from the end of February. The intensified summer noodle competition is backed by the market's growth. The market size, which was around 90 billion KRW in 2016, grew to about 140 billion KRW last year.

Nongshim plans to make a decisive move this year with Baehongdong Bibimmyeon. Nongshim formed a task force (TF) team consisting of marketers and researchers, and after more than a year of research and development, created a unique bibim sauce by grinding and fermenting pear, red chili pepper, and dongchimi. In particular, compared to existing bibimmyeon, the amount of sauce was increased by 20%, allowing consumers to enjoy a generously spicy and tangy flavor even when combined with other ingredients.

Nongshim selected Yoo Jae-suk as the advertising model for Baehongdong Bibimmyeon and is actively promoting it. In this commercial, Yoo Jae-suk appears as a new character called ‘Bibimmyeon Master Baehongdong Yoo’ to introduce the bibimmyeon.

Paldo chose actor Jung Woo-sung as the advertising model for Paldo Bibimmyeon, released a limited edition product with increased liquid soup quantity, and Ottogi, following last year, appointed Baek Jong-won as the advertising model for Jin Bibimmyeon, kicking off their summer noodle marketing.

Food companies are also actively negotiating with large supermarkets to secure prominent display stands that catch consumers' eyes at sales sites. In particular, fierce competition is taking place over the 'end display stands' at both ends of the highest sales areas.

A Nongshim official said, "With a fierce competition expected again this year, we will captivate consumers' tastes with a differentiated bibim sauce and seize the leadership of the summer ramen market."

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