Nongshim's 'Baehongdong' Captures the Results of Nationwide Bibim Noodle Restaurants in One Packet

Nongshim's new product, ‘Baehongdong Bibimmyun,’ has sold 9 million units in the past month. From the early stages of its launch, Baehongdong Bibimmyun received overwhelming requests for additional supply from all distribution channels, including large supermarkets, and its popularity has outpaced supply. In response, Nongshim increased production on high-speed lines, doubling the supply compared to the initial launch to meet the explosive demand.

The secret to Baehongdong Bibimmyun's popularity is believed to lie in its delicious bibim sauce. Early last year, Nongshim's marketing team and research institute were given a special mission to develop a new bibimmyun product that would capture the taste buds of the entire nation. Marketers and researchers immediately visited famous bibim noodle restaurants nationwide, tasting various regional bibim noodles, and met with Korean cuisine and noodle dish specialist chefs to discover the secret to a bibimmyun that everyone, young and old, would love. The conclusion they reached was that ‘the essence of bibim noodles is the bibim sauce.’

Nongshim determined that the most important flavors in the bibim sauce are ‘spicy’ and ‘tangy,’ selecting red chili peppers for the spicy flavor and dongchimi (radish water kimchi) for the tangy taste, adding pear to enhance a refreshing flavor. Notably, many bibim noodle restaurants and chefs use chili powder instead of gochujang (red chili paste) to achieve a clean bibim sauce flavor. Inspired by this, Nongshim ground red chili peppers directly into the sauce and aged it together with ingredients like pear and dongchimi to create a unique bibim sauce. The product name was derived from the first letters of the three main ingredients: Bae (pear), Honggochu (red chili pepper), and Dongchimi.

Nongshim included 20% more bibim sauce than in existing products, considering the trend of consumers adding various ingredients to their bibimmyun according to their personal preferences.

The noodles were made chewier and more elastic to enhance the enjoyment of chewing. Additionally, the garnish soup includes a generous amount of roasted sesame seeds and seaweed, packaged separately to preserve the rich flavor and aroma for a longer time.

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