"Baeksul Broth 1-Minute Ring": Leading the Next Generation of Seasonings
[2026 Asia Consumer Awards]
CJ CheilJedang Receives Korea Food Industry Association President's Award
CJ CheilJedang's convenient coin broth product, "Baeksul Broth 1-Minute Ring," is gaining attention as a next-generation seasoning. Available in four varieties-anchovy and dried pollack, beef bone, clam and anchovy, and vegetable-it can be used in a wide range of soup dishes.
Since its initial launch in December 2023, the product has received a strong response from consumers thanks to its distinctive "ring" shape, which dissolves completely in boiling water in just one minute, and its rich, deep flavor. By September of last year, cumulative sales had reached approximately 10 million packs, totaling 200 million servings, making a significant impact on the market.
In particular, the "Broth Couple" digital content featuring actors Byun Yo-han and Cha Joo-young last year demonstrated high popularity, with sales rising by about 50% compared to the previous month at the time the advertisement was run. Empathetic storytelling centered on the daily life of a married couple, along with interactive marketing strategies such as the consumer-participation "Luxury Ring Couple Challenge," are believed to have contributed to the increase in sales.
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Building on the product’s competitiveness and marketing success, CJ CheilJedang plans to continue the growth of Baeksul Broth 1-Minute Ring this year, aiming to develop it into a brand with annual sales in the 50 billion won range. In addition, the company will actively target overseas markets, where interest in Korean cuisine is high. Since last year, CJ CheilJedang has been gradually expanding its export destinations and aims to contribute to the spread of K-food as a key seasoning ingredient that enables the easy creation of authentic Korean broths. The product is currently exported to 11 countries, and this year, the company plans to enter the mainstream market in Japan-its main export destination-while also expanding sales to Western countries.
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