[National Brand] The Secret to the Everlasting Taste of 'Saewookkang' After 50 Years

by Lee Seohee

Published 11 Apr.2023 08:46(KST)

Updated 11 Apr.2023 11:41(KST)

Rising to National Snack Status with a Catchy CM Song
Developed Shrimp Salt-Grilled Flavor After a Year of All-Night Efforts
Continues Engaging with MZ Generation Recently

Editor's NoteThey say even mountains and rivers change in ten years, but there are brands that have stayed by our side for even longer. These are 'national brands' that feel familiar just by name and make you nod without any further explanation. These brands have received enduring national love by flexibly adapting to changing times while preserving their unique values. We introduce long-lasting brands that everyone knows but not everyone truly understands, along with interesting anecdotes related to them.
2020 Nongshim Saewookkang Package <br>[Photo by Nongshim]

2020 Nongshim Saewookkang Package
[Photo by Nongshim]

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"My hand goes, my hand goes. My hand goes to Saewookkang~"


How many people in South Korea do not know this CM song? Saewookkang, which instantly rose to the status of a national snack with its powerful CM song, has been loved for over 50 years with its addictive taste that you cannot stop once you start, just like the lyrics of the jingle.


In 1971, Nongshim set the concept of creating a snack "that men and women of all ages can enjoy without getting tired of." They spent a year researching Korean taste preferences day and night. As a result, they decided to use fresh shrimp, a universally liked ingredient, as the main component and to capture the savory flavor of grilled shrimp with salt. They devised a method to grill the shrimp with heated salt to achieve a crispy texture without greasiness. It is said that the amount of flour used during the one-year development was equivalent to about 80 trucks carrying 4.5 tons each.


The friendly brand name also contributed to Saewookkang's popularity. At the time of development, Nongshim’s president Shin Chun-ho got the idea from his young daughter calling "Arirang" as "Arikkang~ Arikkang." This was the moment when the name "Saewookkang" was born instead of "shrimp snack." Just as there are traditional Korean foods like "kkangbap" and "kkangboribap," President Shin predicted that the word "kkang" would evoke a simple and wholesome image to people, and his prediction proved correct.


Saewookkang, which has enjoyed national popularity for nearly half a century, continues to communicate with consumers to keep up with changing times. When the "Kkang" craze hit in 2020, singer Rain was chosen as the model, and in 2021, to celebrate its 50th anniversary, "Saewookkang Black" featuring black truffle was launched. As of last year, Saewookkang’s cumulative sales reached 2.23 trillion KRW. It is a true national brand that maintains its unique taste and identity while continuously engaging with consumers.

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