Nongshim Launches Chapaguri Cup Noodles in the US... Plans for Other Overseas Markets
HiteJinro's Filite and Chamisul Brands See Strong 'Parasite' Effect Boost
[Asia Economy Reporter Lee Seon-ae] "I'll arrive in 8 minutes, so please make 'Jjapaguri.' It's Dasong's favorite. There should be some Korean beef sirloin in the fridge, so please add that too." In the movie Parasite, Yeon-kyo (Jo Yeo-jeong) calls the housekeeper Chung-sook (Jang Hye-jin) on the way home after stopping camping due to heavy rain and gives this instruction. Jjapaguri is an inexpensive dish made by mixing instant noodles 'Jjapaghetti' and 'Neoguri,' but the part where Yeon-kyo asks to add Korean beef sirloin satirizes social class. In another scene of Parasite, the representative low-cost beer Pilate and soju Chamisul appear. Ki-taek (Song Kang-ho), who shared Pilate with his family in a gloomy semi-basement room, later shares Sapporo beer after his son gets a job as a tutor for a wealthy family.
The foods symbolizing social polarization between classes in the movie Parasite, such as Jjapaguri and Pilate, have become a hot topic and are gaining attention in the global market following the Academy Awards win.
On the 12th, Nongshim's U.S. branch will launch Jjapaguri cup noodles as a new product. A Nongshim official said, "With overseas interest focused due to Parasite's award, we have received many purchase requests," adding, "Since mixing ramen is unfamiliar in overseas markets, we planned to release a separate product and will first launch it in the U.S. market." Jjapaguri was born as a modishumer (a consumer who uses products in their own way) dish by mixing equal parts of Jjapaghetti and Neoguri. In 2009, a netizen introduced this unique recipe on an internet community operated by Nongshim, gaining attention. Nongshim plans to release Jjapaguri first in the U.S. market and then consider productization in other overseas regions based on the response. In Korea, since the cooking method is already widely known, there are no plans to release a separate product.
Nongshim also uploaded videos on its YouTube channel introducing the Jjapaguri cooking method in 11 languages, including English, Chinese, Japanese, German, Portuguese, Vietnamese, and Burmese. Every time the movie is released worldwide, Jjapaguri heats up local cooking sites and social networking services (SNS). In the UK, where Parasite was released, parody posters and promotional materials including the recipe are produced to promote Jjapaguri.
The Jjapaguri craze has reignited domestically as well. On the 11th, CJ ENM's cafeteria lunch menu featured 'Jjapaguri with beef sirloin.' This was chosen to celebrate the joy of Parasite's four Academy Awards wins. A CJ official said, "We are grateful for the company's quick preparation of the menu and deeply moved that the work we invested in and distributed has gained worldwide prestige," adding, "We had been gloomy with only depressing news for a while, but we hope the Academy Awards victory will be a turning point, and we enjoyed the 'Parasite special meal' with the team."
Nongshim is also joining the Parasite special meal. Nongshim's cafeteria designates every Friday as 'Noodle Day,' featuring ramen dishes, and the menu on the 14th will be Jjapaguri. Besides celebrating the award, this is to express gratitude that the movie's success has led to increased product sales despite no product placement (PPL) in the film.
Alcohol companies HiteJinro's low-cost beer Pilate and soju Chamisul are also enjoying a special demand. Although not as much as the Jjapaguri craze, they are recognized for widely promoting their brands worldwide. Pilate, which appears in the scene where Ki-taek's family drinks beer together, is about 40% cheaper than the average beer price. It can be purchased for 10,000 won for 12 cans at large supermarkets, which is about half the price compared to imported beers, making it popular with the added buzz of the movie Parasite. Chamisul appears when Ki-woo (Choi Woo-shik) drinks with Min-hyuk (Park Seo-joon) at a convenience store, raising overseas interest in soju. HiteJinro introduced Pilate to the Hong Kong market several years ago and plans to consider expanding Pilate's export regions in the future.
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