Emart Launches 'Paldo Tteumsae Ramen Extreme Experience,' Korea's Spiciest Ramen Challenge

Emart will hold the "Exciting New Year with Spicy" event from the 3rd to the 12th, offering up to 20% discount on 17 popular spicy ramen products from Nongshim, Ottogi, Paldo, Samyang, and Geumbi Distribution.

[Asia Economy Reporter Yuri Kim] Emart announced on the 2nd that it will hold the 'Spicy New Year' event from the 3rd to the 12th, offering up to 20% discounts on 17 representative spicy ramen products from Nongshim, Ottogi, Paldo, Samyang, and Geumbi Distribution.

Emart plans to launch the 'Paldo Tteumsae Ramen Extreme Experience (4-pack),' an extremely spicy ramen with a Scoville Heat Unit (SHU) of 15,000. The Scoville scale, developed by Wilbur Scoville in 1912, quantifies the concentration of capsaicin in chili peppers to measure spiciness numerically.

This product enhances the spiciness and dried garnish soup compared to the existing Tteumsae Ramen, which is known for its clean spiciness using Vietnamese Haneulcho peppers. It has a Scoville index 1.5 times stronger than the approximately 10,000 SHU 'Tteumsae Ramen Bbalgyetteok' product. This is even higher than Geumbi Distribution's 'Bulmawang Ramen (14,444 SHU),' which gained attention last year as a spicy ramen.

Additionally, Emart will sell three types of Paldo Tteumsae Ramen (Bbalgyetteok, Spicy Kimchi, Stir-fried Noodles) and four types of Samyang Buldak (Buldak, Carbonara, Rose, Four Cheese) at a 20% discount from the regular price. Nongshim and Ottogi ramen products will be offered at a 10% discount when purchasing two items.

There will also be a dairy product promotion to neutralize the spiciness. During the event period, customers can purchase nine types of dairy products, including cheese, milk, Coolpis, and ice cream, at a 20% discount when bought together with the spicy ramen event products.

For the first time, Emart will install and operate a 'Spicy Ramen LEVEL' information notice containing the Scoville index and spiciness level of the 17 spicy ramen event products. Emart aims to enhance information provision by notifying customers of the specific spiciness levels they were previously unaware of, allowing them to choose spicy ramen that suits their taste.

Emart stated that the demand for spicy products significantly increased last year, prompting this event. According to Emart, from January 2021 to December 30, sales of representative spicy products such as 'Buldak and Haek Buldak' sauces increased by 16.8% compared to the previous year. During the same period, wasabi sales rose by 27.6%, chili sauce by 15.5%, and gochujang sales by 5.4%. Although overall sales of bagged ramen increased by about 1%, sales of representative spicy ramen such as Buldak Bokkeum Myun, Tteumsae Ramen, and Angry Neoguri grew by nearly 7%. Spicy bibim noodles gained popularity last summer, with summer bibim noodle sales from June to August 2021 increasing by 17% compared to the previous year.

This is analyzed to be due to the prolonged COVID-19 pandemic increasing home dining demand and more customers seeking to relieve stress through spiciness.

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