Nongshim's 'Baehongdong Bibimmyeon' Sells 34 Million Packs... Bibimmyeon Rivalry Heats Up Since Spring

Nongshim 'Baehongdong Bibimmyun'

[Asia Economy Reporter Eunmo Koo] Nongshim has early entered the summer Bibimmyun (spicy mixed noodles) market competition.

According to Nongshim on the 25th, the 'Bae Hong Dong Bibimmyun,' first launched last year, recorded cumulative sales of 34 million packs, rising to second place in the Bibimmyun market. Nongshim plans to target the market with swift marketing this year as well by selecting broadcaster Yoo Jae-suk as the advertising model.

Nongshim focused on the Bibim sauce from product development based on survey results showing that consumers' top priority when choosing Bibimmyun is the 'Bibim sauce.' They concentrated on developing a unique flavor. In particular, noting that Bibim noodle restaurants use red pepper powder instead of gochujang (red chili paste) to create a clean Bibim sauce taste, they ground red chili peppers as is and aged them together with ingredients like pear and dongchimi (radish water kimchi) to complete a sour and refreshing unique Bibim sauce. The product name was derived from the first letters of the three main ingredients (Bae [pear]·Honggochu [red chili pepper]·Dongchimi).

Nongshim increased the amount of this completed Bibim sauce by 20% compared to existing products, packing it generously. This was to consider the trend of consumers adding various ingredients to Bibimmyun according to their preferences. The noodles were made chewy and springy to add to the eating pleasure. The garnish soup included plenty of roasted sesame seeds and gim (seaweed), packaged separately to preserve the savory taste and aroma longer.

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