Holding a "Chambbungobang Hand Warmer" and a "Neoguri Keyring"... Food Companies Sell "Emotion" Over "Taste"

The food industry has entered a fierce competition over "goods marketing." Food companies are continuously releasing goods that combine practicality and emotional appeal by utilizing their own characters as part of a strategy to expand brand experiences. By introducing everyday items such as portable batteries, hand warmers, and keyrings, brands are integrating themselves into consumers' daily lives.

According to the food industry on November 8, Orion's recently launched "Chambbungobang Hand Warmer" set a record by selling out all 8,000 units within just four days of its release on the crowdfunding platform Wadiz. This product is a good that faithfully replicates Orion's popular "Chambbungobang," a reinterpretation of the winter snack bungeoppang as a year-round treat. Its compact size, which fits in a pocket, and its soft, curved design evoke the feeling of holding an actual bungeoppang. The addition of a mobile phone charging function further enhances its practicality.

An Orion representative explained, "Recently, goods have emerged as a new culture for experiencing a brand's emotional appeal and personality. We planned the hand warmer good by combining the sensibilities of younger generations and the winter season with our signature product, Chambbungobang." The representative added, "Even before its launch, related posts spread on social media, surpassing 2 million views and drawing significant interest, leading to a rapid sellout."

Orion Chambbungobang Hand Warmer. Orion

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In the food industry, character-based goods, content, and experiential spaces are emerging as new revenue streams. As competition centered on products intensifies, the "goods economy," which enables brands to sell their emotional appeal, is becoming increasingly important.

Nongshim is also modernizing the character of its long-standing ramen brand "Neoguri" and expanding into goods sales and experiential content. Recently, the "Neoguri Cup Noodle Stopper," a cup noodle lid holder, has been made available at toy stores, major supermarkets, convenience stores, and online malls nationwide, broadening consumer touchpoints. Additionally, "Neoguri's Ramen Shop" has been operated in locations such as Myeong-dong, Dongdaemun, and the Yeouido and Jamsil docks on the Han River, offering instant cooking experiences, photo zones, and goods zones. By providing spaces where consumers can directly experience K-ramen and K-culture, Nongshim has strengthened character-based brand experiences.

Samyang Foods is expanding its IP business by leveraging various characters, centering on "Hochi," the mascot of "Buldak Bokkeum Myun." The company established its affiliate "Samyang Ani," which handles content commerce, and is actively developing global content and commerce businesses. At the recent "Hochi Pop-up Store" held in Chujeongno 3-ga, Gwangju, goods featuring the character were exhibited and sold, drawing attention as an example of direct consumer engagement. Furthermore, the YouTube channel featuring the red chick character "Peppo" recorded a cumulative 150 million views within a year of its launch, with 99% of subscribers being overseas fans, successfully building a global fandom.

Nongshim Neoguri Cup Noodle Stopper. Nongshim

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Ottogi developed its official character "Yellows" in 2022 and has been utilizing it for various goods, brand spaces, and events. The three characters-"Ttugi," "Mayo," and "Chabi"-have been made into plush toys and keyrings, and the theme song "Happy Nyamnyam Song" has been released. Custom goods in collaboration with design stores have also been introduced. Recently, in collaboration with CGV Yongsan I'Park Mall, Ottogi operated the character concept store "Happy Nyamnyam Ramen Shop," offering photo zones and tasting zones to enhance brand experiences.

The reason the food industry is focusing on character business is that it can generate direct revenue through goods sales while also strengthening brand awareness and loyalty. In particular, characters are regarded as "intangible assets" that can be expanded into collaborative products, online content, and fandom marketing.

An industry insider commented, "Characters have become more than simple decorations; they are now a language that conveys the brand's universe to consumers. The competitiveness of food companies now depends not only on product quality but also on how deeply they can embody brand emotion." Another industry source added, "Millennials & Gen Z want to experience a brand's story as they consume its products. Goods serve as a channel for companies to connect emotionally with them and as a means to increase long-term loyalty to food brands."

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