Loss of Appetite in Spring... Challenge the '3x Spicy Flavor'

Spring Outing 'It Item' in Distribution
Nongshim 'Baehongdong Jjoljjolmyun Challenge Edition'
Enhanced Spiciness Using Haneulcho

Nongshim's 'Bae Hong Dong Jjol Jjol Myeon Challenge Edition,' released last month as a limited edition, is a product that is three times spicier than the original Bae Hong Dong Jjol Jjol Myeon. It features an intense spiciness using Cheongyang chili peppers combined with the sweet and tangy flavors of pear, red chili, and dongchimi, which are the identity of Bae Hong Dong. The chewy texture of the noodles, which are air-dried instead of fried, and the crispy special topping tempura remain as appealing as ever.

Among the various consumer tasting posts on social networking services (SNS) since its release, scenes of people enjoying it with various meats such as samgyeopsal (pork belly), moksal (pork neck), and chadolbagi (beef brisket) have particularly caught attention. Online reviews include comments like "The Challenge Edition's triple spiciness makes the meat taste three times better" and "Pairing it with meat and green onion kimchi creates a gourmet dish with no equal."

A Nongshim representative said, “The Bae Hong Dong Jjol Jjol Myeon Challenge Edition not only appeals to consumers who want to challenge their spice tolerance but also provides enjoyment through various menu combinations. We hope consumers enjoy this limited edition, which embodies Nongshim’s strength of ‘delicious spiciness’ in jjol myeon, for a unique experience.”

Meanwhile, Bae Hong Dong, first launched in 2021, has smoothly established itself in the market with a 32% sales growth compared to the previous year. In particular, last year’s launch of Bae Hong Dong Jjol Jjol Myeon contributed significantly to the brand’s growth, accounting for about 30% of sales with 10 billion KRW in revenue. Additionally, leveraging the brand name that evokes a fictional neighborhood, Nongshim operates food trucks at major locations nationwide and expands consumer touchpoints through collaborations with local festivals timed to the peak season for bibim myeon.

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