Emart24 Launches Ultra-Low Price 'Minsaeng Product' Series with 'Minsaeng Jjajang'

[Asia Economy Reporter Minyoung Cha] Emart24 announced on the 23rd that, riding on the popularity of the 390-won Minsaeng Ramen, it will launch a 650-won Jjajang Ramen.

Minsaeng Jjajang Ramen is priced at 650 won per pack, which is more than 30% cheaper than existing popular jjajang ramens. Although the price was significantly lowered, the deep taste and flavor of the jjajang sauce were preserved.

Minsaeng Jjajang Ramen is characterized by a deep and rich chunjang flavor and includes fried onion powder and fried onion seasoning oil, giving the sauce a strong fried onion taste.

Emart24 expects Minsaeng Jjajang Ramen to receive great response as sales of non-soup ramens typically start to rise from March, when the weather begins to warm up.

In fact, when Emart24 checked the sales growth rate of packaged ramen in spring (March-May) compared to winter (December-February) in 2019, soup ramen sales increased slightly by 2%, while non-soup jjajang ramen and bibim ramen sales recorded a significant increase of 23%.

Looking at just March, sales of non-soup ramen increased by 52% compared to the previous month (February), and March was the month with the highest sales of non-soup ramen. Among non-soup ramens, jjajang ramen was found to be the most popular.

Emart24’s strategy is to attract customers to stores by launching ultra-low-priced Minsaeng Jjajang Ramen at the time when jjajang ramen’s popularity is rising.

The ability to launch the 650-won jjajang ramen was made possible by the strong consumer response to the previously released ultra-low-priced Minsaeng Ramen.

Emart24 introduced Minsaeng Ramen as the first product in the Minsaeng series, planned to reduce customers’ household burdens. After lowering the price to 390 won in February 2019, cumulative sales have surpassed 7 million units and are approaching 10 million units.

The Minsaeng series has offered ultra-low-priced products not only in general foods such as Minsaeng cup ramen, lunchbox seaweed, bitter coffee and sweet coffee, and potato chips, but also in non-food items like yellow dust masks, roll tissue, beauty tissues, and wet tissues. The Minsaeng series has increased customer satisfaction and trust to the extent that it ranks first in sales volume and first to third in sales revenue in each category.

Kim Un-gyeom, buyer of the General Food Team at Emart24, said, “If Minsaeng Ramen helped break the perception that convenience stores are expensive, we want to show with this product that convenience store PB products are not inferior in taste and quality.” He added, “We plan to continue developing differentiated PB products based on excellent quality to help improve franchise store sales.”