In the first half of this year, the ramen market in Korea was 1.13 trillion, the largest ever, and online sales doubled↑
Double-digit growth such as shin ramen, chapageti… It is popular if it is a bag to spread a house
The New York Times considers ‘God Ramen Black’ to be the world’s most delicious ramen

[아시아경제 이선애 기자] New coronavirus infection (corona 19) pendemic (global pandemic) ramen consumption is soaring. Demand for ramen is soaring as the trend of living at home in the streets has become a trend.

Ramen consumption exploded

According to the ramen market trend in the first half of this year, released by Nongshim on 22 February, the ramen market grew significantly as ramen consumption increased under the influence of Corona 19. In the first half of this year, the domestic ramen market increased 7.2% year-over-year to KRW 1.13 trillion, the largest in the half year. This shiny growth in the ramen market, which is seen in the 2 trillion won zone, has once again demonstrated the characteristics of ramen as a “food that is strong in crisis.”

In addition, the proliferation of non-face-to-face (untapped) consumption has led to more consumers ordering ramen online. Due to the nature of the product, ramen is mainly made at large supermarkets, convenience stores and supermarkets near the house, so online sales are not significant. However, as corona19 moved consumers’ viewing online, so did the online ramen sales of Nongshim.

Based on its own factory data, Nongshim said that sales to online channels in the first half of this year increased nearly twice as much as the previous year to about 40 billion won. From social commerce to the open market, sales have increased evenly across major online channels in Korea.

The popularity of bag noodles was also high. In the first half of this year, the share of sales of ramen market containers dropped to 34.3%, as outdoor activities decreased significantly due to distance from telecommuting and school hours. Consumption, on the other hand, was concentrated on the side of the bag. The bag noodles are expensive compared to the container surface, and can be boiled as a substitute for a meal at home, it is considered to be the first emergency food to visit in a crisis situation.

“As the time of staying at home increased, so-called home cooking became commonplace, and ramen became a concept of eating and cooking, away from the concept of snacks,” said an official.

If you’re a god after all… The United States and South Korea are the no.1

Shin Ramen showed the basic value well. The domestic ramen market, which is stagnant in the 2 trillion won zone, enjoyed a special when meeting Corona 19, most lying on the spot of shin ramen, chafageti, ansung tang cotton, raccoons, etc.

Shin ramen saw an overwhelming advantage in the first half of this year, with sales growing by 12.4% year-on-year, Chapageti at 23.2%, Ansung Tang cotton at 34.9%, and The Frozen Raccoon at 28.4%.

“Nongshim responded positively to demand by fully operating five ramen factories in Korea and adjusting production items,” said Nongshim, “as well as consumers, we have ordered the best selling and high turnover of shinramen in distribution channels such as large-scale marts, convenience stores, and supermarkets.”

Shin ramen also showed great value as K-food in the U.S. market. The New York Times introduced sour ramen black as a “premium version of shin ramen”, and rated it as a combination of rich beef broth with sullen tang after-season, proper spicy ness, sliced garlic, large slices of mushrooms, and a great texture of chewy noodles.

The New York Times wirecutter team was recommended by seven food experts, including chefs, writers, and critics, each with the best ramen they thought, and ranked them based on their scores of 11 finalists. Their top 11 ramen included four Korean ramen, six Japanese ramen, and one Singaporeramen.

Following Shin ramen black, Nongshim Chapaguri (Chapageti + Raccoon, 3rd place), Shin ramen gun cotton (6th) and Shin ramen bowl (8th) attracted attention. Of the 11 products, four nongshim brands were ranked only as Korean products, and korean ramen was the only one.

“Chapaguri” is a ramen that has become famous for its Oscar-winning movie parasites, and it is said that the sweetness of the squeeze and the spicy seafood taste are balanced, and “sour ramen noodles” are chewy and healthy compared to other products. The “Sin ramen bowl”, which is sold in the United States, is the most popular new ramen in Korea, and it is microwave-cooked, and the noodles are easy and thin and the spicy broth are impressive.

Nongshim officials said, “The good evaluation of the Nongshim brand in the U.S. market, which is a global ramen battleground, is also linked to the status of Korean ramen, and we will continue to increase the popularity of K-Food in the global market based on Nongshim’s overseas business competitiveness, boasting a competitive advantage, taste, quality, and production system.”

Spreadthe spicy taste of Korea around the world

It was in 1971 when Nongshim first exported it overseas. At the time, Nongshim exported beef ramen, a popular domestic ramen, to the United States, and was mainly targeted at the Korean market. Over 10 years, the market has been a steady market, and in the 1980s major brands such as raccoons, ansung tang noodles, chapageti, and shinramen were successfully established. In 1984 he established a sales office in San Francisco, and in 1994 he founded Nongshim’s first overseas corporation, the U.S. Corporation (LA).

In 24 years, mainstream sales have outpaced the Asian market. Last year, the share of the liquor market overwhelmed the Asian market (38%) with 62 percent.

It was wal-mart that became the catalyst for the mainstream market. Shin Ramen was first sold at Wal-Mart in 2013. At the time, test sales began at seven stores, beginning with wal-mart transactions.

“Wal-Mart is known for its difficult verification of its products, and if it fails to sell tests, it cannot be entered forever,” nongshim said, adding, “There are not many products in the world that are in Wal-Mart because of the company’s management status.”

In 2017, Nongshim completed the industry’s first wal-mart store in the United States, thanks to wal-mart direct transactions. We’ve completed everything from over 4,000 Wal-Mart stores to small and medium-sized markets in small and medium-sized markets.

It is interpreted that the brand power of Shin Ramen is being introduced on the global stage. In fact, wal-mart’s products throughout the United States are only world-class food brands such as Coca-Cola, Nestlé, Pepsi, Kellogg and Heinz. Shin ramen has been recognized for its value in the United States, alongside global brands.

The choice of the world’s top distributors has made Shin Ramen the biggest competitive advantage. Since then, Shin Ramen has also achieved the pleasure of entering major government stores such as the Us Department of Defense and the Capitol.

“In 2005, when the L.A. plant was started and has been expanding its sales network around the Western and Korean markets for more than a decade, it has now established distribution networks throughout the United States, including eastern metropolises, northern Alaska, and Pacific Hawaii,” said Nongshim.

Meanwhile, Nongshim exports ramen to about 100 countries around the world, including China, the United States, Japan, Southeast Asia and Europe. Sin ramen is a representative K-food that spreads the spicy taste of Korea to the world and generates sales of about 760 billion won annually.

Lee Seon-ae Reporter lsa@asiae.co.kr



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