Emart No Brand, 'Daebak Ramen Ghost Pepper' 23% Discount Sale

Emart No Brand will sell the 'Daebak Ramen Ghost Pepper Spicy Chicken Cup Ramen' at a 23% discount when Shinsegae Points are accumulated until the 14th of next month.

[Asia Economy Reporter Lim Chunhan] Emart No Brand announced on the 20th that it will offer the ‘Daebak Ramen Ghost Pepper Spicy Chicken Cup Ramen’ at a 23% discount for Shinsegae Point members, priced at 980 won, until the 14th of next month.

Daebak Ramen Ghost Pepper is a cup ramen introduced in 2019 by Shinsegae Mami, a joint venture between Shinsegae Food and Malaysian food company Mamee Double Decker. It features the use of Bhut Jolokia, ranked as the second spiciest chili pepper in the world, as its main ingredient to maximize spiciness. The Scoville rating of Bhut Jolokia is up to 250 times higher than that of Cheongyang chili pepper.

Daebak Ramen Ghost Pepper was first launched overseas and gained great popularity by showcasing Korean-style spiciness in the global market. Starting from Malaysia, it expanded to 16 countries including China, the United States, New Zealand, and South Africa, selling approximately 7 million units in 2020 alone. In early June this year, sales began at No Brand specialty stores, with over 5,000 units sold within ten days of launch.

An Emart No Brand representative said, “The Ghost Pepper cup ramen is a bestseller product that has widely promoted Korean spiciness worldwide. It was released in Korea for customers who prefer spicy flavors and enjoy challenges. We will continue to develop differentiated products to target diverse customer tastes.”