'Modisumer' Emotion-Stimulating Content
Recipes Trending Daily on YouTube and SNS
[Asia Economy Reporter Choi Sunghye] If the special movies for the Lunar New Year holiday feel boring, how about spending a cheerful time with your family through the trending 'ramen variety shows'? Recently, two long-standing MCs in the entertainment industry, Kang Hodong and Yoo Jae-seok, have been making headlines every day by starring in variety programs centered around the nation's favorite snack, ramen.
According to industry sources on the 27th, Kang Hodong recently appeared on 'Rakkinam (Ramen Kkirineun Namja)' broadcast on Olive, tvN, and YouTube, showcasing his traits as a big eater and gourmet. Rakkinam airs for only 6 minutes on Olive and tvN, with the full version released on YouTube.
In this program, which airs every Friday at 10:40 PM, Kang Hodong travels across the country and cooks the most delicious ramen according to the situation. He especially gains viewers' approval by presenting creative recipes using Nongshim's Anseongtangmyun, such as Anseong Gultangmyun, Pache Ramen, and Snow Crab Ramen. Although the indirect advertising in the 6-minute TV program does not exceed one-fourth of the screen and complies with broadcasting laws by not mentioning products or encouraging purchase/use, the approximately 20-minute full episode uploaded on the YouTube channel ‘Channel Sipooya’ freely promotes the products.
According to the broadcasting industry, Kang Hodong in Rakkinam is considered one of the most popular characters recently, alongside Pengsoo and Yusansul (Yoo Jae-seok). It is also cited as a successful case of a traditional variety MC settling into households through the new channel of YouTube.
MC Yoo Jae-seok, who is living a second life as rookie singer 'Yusansul,' carried out the 'Life Ramen Project' through MBC's variety program ‘How Do You Play?’. In the broadcast on the 18th, Yoo Jae-seok opened a ‘Life Ramen’ house, showing himself cooking delicious ramen for customers and sharing life stories.
Yoo Jae-seok served his first guest Jang Sung-kyu with ‘Yusansul Ramen,’ a recipe passed down from chef Park Eun-young, which became a trending search term and gained popularity. The recipe is based on beef bone broth ramen and includes ingredients like pork tenderloin, tiny shrimp, sea cucumber, and bamboo shoots. The broadcast rating exceeded 9%, sparking attention, and many netizens followed the recipe revealed on the show, sharing the cooking process of Yusansul Ramen on social networking services (SNS).
An official from the distribution industry said, "Rakkinam and Yusansul Ramen are successful cases achieved by appropriately combining B-grade sensibility and the 'modisumer' (a neologism combining 'modify' + 'consumer,' referring to consumers using products as they wish) trend." He added, "The era when companies lead market trends is over, so new attempts to elicit proactive consumer responses like these are expected to continue in the distribution industry."
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