The Movie 'Parasite' Sparks a Global 'Jjapaguri' Syndrome...

Sales Increased by 55% Over Previous Week for 5 Days After Academy Award Win
Recipe Spreads via SNS, Gaining Global Attention
Jjapaguri Popularity in the US Drives Expected Sales of 320 Billion KRW This Year

A Nongshim poster parodying the movie Parasite

[Asia Economy Reporter Choi Saeng-hye] Nongshim is reaping significant benefits from the film "Parasite," which won four Academy Awards. Interest in "Jjapaguri" (a combination of Jjapaghetti and Neoguri), a dish featured in the movie, has surged, leading to continuous growth in domestic sales. Additionally, as global recognition expands, it is expected that sales growth in the United States will also be successfully achieved.

According to Nongshim on the 18th, based on the Oscar award date of the 10th, combined sales of Jjapaghetti and Neoguri from the 11th to the 15th increased by about 55% compared to the previous week (February 4th to 8th).

Online search volume for Jjapaguri also surged. Recently, the Global Big Data Research Institute analyzed big data on online information volume (consumer interest) for nine major domestic ramen brands excluding cup noodles this month. Jjapaghetti ranked first, and Neoguri ranked third. Last month, the interest ranking was Jjapaghetti, Shin Ramyun, Buldak Bokkeummyeon (Samyang Foods), Jin Ramen (Ottogi), and Neoguri, but this month Neoguri surpassed Buldak Bokkeummyeon and Jin Ramen, successfully reshuffling the rankings. After the Academy Awards announcement, Nongshim's stock price rose by more than 10%.

As the Jjapaguri recipe spreads worldwide and gains popularity, expectations for global sales growth are also rising. A Nongshim official explained, "Jjapaguri heats up local cooking sites and social network services (SNS) every time the movie is released in various countries, gaining popularity," adding, "With the attention focused overseas due to Parasite's win, we are receiving many purchase requests."

In particular, Nongshim ramen leads the market with a premium image in the United States, so it is expected to benefit even more from Parasite's success. According to the industry, Shin Ramyun and Sabalmyeon account for nearly 80% of ramen brand sales in the U.S. market. Recently, Nongshim's U.S. subsidiary launched a new product, Jjapaguri cup noodles, raising expectations for sales growth. A Nongshim official stated, "We plan to first release Jjapaguri in the U.S. market, observe the response, and then consider productization in other overseas regions."

Shim Eun-joo, a researcher at Hana Financial Investment, said, "The increased awareness of Neoguri and Jjapaghetti is expected to have a positive impact on sales growth in the U.S.," adding, "This year, Nongshim's U.S. subsidiary is expected to achieve sales of 320 billion KRW, growing about 12.5% compared to last year."

Nongshim Chapaguri UK Promotional Material

Nongshim is making various efforts to sustain this craze, such as uploading videos introducing the Jjapaguri cooking method in 11 languages on its YouTube channel. They have promoted the products by distributing Jjapaghetti and Neoguri at movie theaters worldwide, and in the UK, where screenings began on the 7th, they are raising brand awareness through promotional materials featuring a parody of the Parasite movie poster and the Jjapaguri recipe.

A Nongshim official said, "Just as the popularity of dramas once sparked a 'Chimaek' (chicken + beer) trend in China and Southeast Asia, we believe that promoting Korean food culture through cultural content is a good way to advance the Korean food wave," adding, "As inquiries about Jjapaguri continue from trading partners and consumers worldwide, we plan to carry out various promotional activities to sustain the Jjapaguri craze."