[Distribution Hot People] "The 'Bivengers' Who Traveled Nationwide Ate Bibimmyun Three Times a Day"

'Baehongdong Bibimmyeon Mom'
Seomijin, Deputy General Manager, Nongshim Noodle Marketing Division

Soo-mi Jin, Deputy General Manager, Nongshim Noodle Marketing Department.

[Asia Economy Reporter Seungjin Lee] As the summer season for bibim-myeon returns, the competition for bibim-myeon is heating up. Amid the continuous release of new bibim-myeon products, there is one product so popular that its production volume cannot keep up with demand. It is Nongshim’s ‘Baehongdong Bibim-myeon.’

On the 3rd, Seomi-jin, Deputy Manager of Nongshim’s Noodle Marketing Department, who met with Asia Economy, said, "Baehongdong Bibim-myeon has received hotter consumer responses than expected, and for a month after its launch, production volume could not keep up with demand, so we worked hard to increase production." She added, "It set a record by selling over 14 million packs within two months of its release."

Nongshim formed a task force (TF) called ‘Bibengers (Bibim-myeon + Avengers)’ targeting the summer bibim-myeon market. Deputy Manager Seo led the Bibengers TF team for a year and gave birth to ‘Baehongdong Bibim-myeon.’

Deputy Manager Seo said, "We visited popular restaurants nationwide in Gyeonggi, Gangwon, Chungcheong, and other regions to taste popular bibim-myeon and organized their characteristics." She added, "We also sought advice from famous restaurants and Michelin-starred chefs, and there were many days when I ate bibim-myeon three times a day."

After months of research, the Bibengers TF team decided to focus on three main ingredients for developing the bibim-myeon sauce: red pepper powder, refreshing dongchimi broth, and sweet pear.

Initially, the TF strongly considered ‘Hongdongbae’ (the first letters of Honggochu [red chili pepper], Dongchimi, and Bae [pear]) as the new product name candidate, but it was finally decided as Baehongdong. Deputy Manager Seo said, "Hongdongbae, named after the first letters of the three key ingredients, was a strong candidate, but since it sounded too much like a person’s name, we rearranged the order and settled on Baehongdong."

‘Baehongdong Bibim-myeon’ aims to sell more than 40 million units during this summer’s peak bibim-myeon season. Deputy Manager Seo stated, "We plan to allow customers to directly experience the brand story of ‘Baehongdong Bibim-myeon’," and added, "We plan to develop ‘Young & Premium’ products that can provide various fun and experiences by segmenting the market."

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