[K-Food Hidden Hero] "Added Chewy Texture to Memilmyeon... Captured the Taste of the Younger Generation"

⑥Pulmuone Kim Hyunjin Marketing Headquarters CM · Noh Hyeran Refrigerated FRM PM

Over 30 Years of Noodle-Making Technology Expertise
Two Products Including Perilla Oil Buckwheat Makguksu
Sold 300,000 Units Within One Month of Launch

Noh Hyeran, Refrigerated FRM PM at Pulmuone (left), and Kim Hyunjin, CM of the Marketing Headquarters

[Asia Economy Reporter Seungjin Lee] Pulmuone's home meal replacement (HMR) buckwheat Makguksu has recorded sales of 300,000 units within a month of its launch, gaining strong support from the younger generation. As young people who consider exploring 'matjip' (famous restaurants) a form of play culture spent more time at home due to COVID-19, the product quickly captured their taste buds, leading to a surge in sales.

Kim Hyunjin, CM of Pulmuone's Marketing Headquarters, and Noh Hyeran, PM of Refrigerated FRM, explained the popularity of the 'Perilla Oil Buckwheat Makguksu' and 'Chuncheon-style Buckwheat Makguksu' launched last month: "We commercialized the perilla oil buckwheat Makguksu, which has recently gained popularity through social networking services (SNS), successfully attracting the younger generation's response. The unique nutty aroma and taste of buckwheat maintained the traditional essence, while the texture of the noodles, which are both elastic and soft, also played a role."

Last month, Pulmuone released two types: 'Perilla Oil Buckwheat Makguksu' and 'Chuncheon-style Buckwheat Makguksu.' The 'Perilla Oil Buckwheat Makguksu' is a non-spicy bibim noodle dish designed for consumers who prefer mild flavors, emphasizing a savory taste without strong stimulation. The 'Chuncheon-style Buckwheat Makguksu' is a dish where spicy bibim sauce is mixed with a refreshing dongchimi broth poured generously, replicating the taste of specialty restaurants in both products.

According to Pulmuone's self-analysis commissioned to a research agency, 34.7% of consumers who purchased the two types of Pulmuone buckwheat Makguksu were in their 20s and 30s. Adding those in their 40s brings the total to 70%. Although initially expected to have higher purchases among those in their 50s and 60s, the product received greater enthusiasm among young couples in their 20s to 40s.

PM Noh Hyeran evaluated, "Buckwheat noodles lack elasticity and break easily, which divides preferences, but by leveraging Pulmuone's over 30 years of noodle-making technology, we focused on creating chewy buckwheat noodles, successfully targeting the younger generation's taste."

In particular, the buckwheat Makguksu products have become more popular amid the COVID-19 atmosphere where dining out is restrained. Consumer purchase patterns show that most enjoyed the buckwheat Makguksu at home alongside dishes like jokbal (pig's trotters) and mandu (dumplings), which is interpreted as compensating for the regret of not being able to visit 'matjip' and enjoy various foods together at home.

CM Kim Hyunjin said, "As summer begins, consumers have continued to appreciate being able to easily enjoy Makguksu, which was previously only available at specialty restaurants, at home with good quality, to the extent that supply could not keep up with sales. We plan to further boost product sales by suggesting various dishes that pair well with Makguksu." Pulmuone expects the new buckwheat Makguksu products to generate sales exceeding 5 billion KRW this year.

Pulmuone aims to grow the fresh noodle market by establishing the newly launched buckwheat Makguksu as a new category. PM Noh Hyeran stated, "When developing HMR noodle products, as a leading company in the fresh noodle market, we focus on discovering consumer demands and introducing new menus. This Makguksu product is a representative example, and we will continue to innovate in quality so that consumers can enjoy various forms of noodle dishes."

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