"Kkumdori Ramen" Surpasses 1 Million Units Sold in Just 4 Months Since Launch

A New Milestone Achieved Through the Choices of Citizens and Tourists

Photo by Daejeon City Provided

Daejeon City's first local branding product, "Kkumdori Ramen," surpassed 1 million units sold in just over four months since its launch.

Despite being sold exclusively in the Daejeon region and primarily through offline channels, "Kkumdori Ramen" achieved significant results in a short period, proving the competitiveness of Daejeon's local branding model, which combines local character (IP) with everyday food culture.

The success can be attributed to the rarity of being "Daejeon exclusive." Limited accessibility stimulated the desire for collection and gifting, while the "Kkumssi Family" universe-rooted in memories of the 1993 Daejeon Expo and the city's identity as a science hub-created a strong emotional connection between the brand and consumers.

Additionally, the design of experiences that spread through sharing-such as the 0 o'clock Festival, Daejeon Station photo zones, and city tours-helped create a virtuous cycle where experiences foster affection, and that affection leads to repeat visits and purchases. These factors combined to result in cumulative sales of 1 million units.

The distributor and seller, IC Food Co., Ltd., will hold a "Kkumdori Ramen 1 Million Units Sold Citizen Appreciation Event" at Expo Citizen Plaza in November. On-site, participants can enjoy interactive games such as the Cup Target Game and Cup Bowling Game using cup noodles, and receive Kkumdori Ramen and Kkumdori merchandise as prizes. Detailed schedules will be announced later.

Lee Jangwoo, Mayor of Daejeon City, stated, "The support of our citizens and the choices of tourists who visited Daejeon made the 1 million record possible," adding, "We will systematically expand Daejeon's local competitiveness to create a virtuous cycle of city brand value and consumption."

Currently, "Kkumdori Ramen" is available at major sales locations such as "Kkumdori and Daejeon Travel" on the third floor of Daejeon Station, Kkumdori House, Travel Lounge, Shinsegae, Lotte, and Galleria Department Stores, GS25, and Nonghyup Hanaro Mart. The city plans to gradually expand sales points at key tourist spots, such as the Expo South Gate Plaza store and Jung-gu Ppuri Park store, to quickly respond to immediate consumption and souvenir purchase demands.

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