[Post-Corona Strategy] This Summer's Bibimmyun Champion 'Nongshim Kalbibimmyun'

[Asia Economy Reporter Lee Seon-ae] Nongshim Kalbimmyun has become extremely popular, selling 9 million units within just two months of its launch. The thick kalguksu noodles and the sauce containing chopped kimchi have captivated consumers' tastes since early summer.

Nongshim Kalbimmyun recently received the highest score of 4.22 out of 5 in a comparative tasting evaluation of four bibimmyun products conducted by an expert panel. It earned passing marks among discerning palates. The panelists praised, "Despite its thickness, the noodles maintain a chewy texture, and the crunchiness of the kimchi is impressive," and "It has the most distinctive character compared to other products," drawing attention with their positive reviews.

Nongshim believed that applying kalguksu noodles to bibimmyun would deliver a uniquely chewy texture and a mouthful of satisfying sensation, offering a different taste experience. They began development by leveraging their accumulated technology from creating various types of noodles. The main focus was on making noodles that are thick yet hold the sauce well. Thick noodles can sometimes feel like they don’t blend well with the sauce. The solution was found by roughening the noodle surface. Most bibimmyun sauces are gochujang-based with a sweet and sour flavor from lemon or fruits. Nongshim aimed to find a new taste different from existing bibimmyun but still familiar and well-matched with bibimmyun. Among various ingredients considered, kimchi stood out. They took a hint from many consumers who top bibimmyun with kimchi.

The advertising also pursued differentiation. Nongshim is promoting Kalbimmyun with model Jeong Hyuk. Nongshim explained, "We chose Jeong Hyuk, who shows a distinctive character, as the model to express Kalbimmyun’s image boasting a new taste and texture among similar concept bibimmyun products," adding, "With lively music and Jeong Hyuk’s confident appearance introducing Kalbimmyun, we aimed to stimulate interest among the younger generation."