New Record Set as Shrimp Snacks Eaten with Rain in '1il1kkang' Trend... Nongshim Kkang Snack Sales Hit All-Time High

[Asia Economy Reporter Lee Seon-ae] The unrelenting craze for Kkang, such as ‘1il1kkang’ and ‘1il3kkang,’ has set yet another record.

On the 16th, Nongshim announced that the combined annual sales of five Kkang snacks?Shrimp Kkang, Potato Kkang, Onion Kkang, Sweet Potato Kkang, and Corn Kkang?have surpassed 100 billion KRW for the first time ever. The ongoing Kkang craze through the end of the year, along with the recent hot popularity of Corn Kkang, contributed to this new record.

The top contributor is undoubtedly the flagship product, Shrimp Kkang. Shrimp Kkang, which sparked the Kkang craze in the snack market, grew approximately 12% year-on-year, achieving sales of 81 billion KRW by early December.

In May, as the Kkang craze started with singer Rain and Shrimp Kkang became a meme, Nongshim fueled its popularity by recruiting Rain as an advertising model. Following this, consumers’ enthusiastic interest in Shrimp Kkang spread to other Kkang snacks, and in July, the monthly sales of four Kkang snacks exceeded 10 billion KRW for the first time. The popularity of Kkang snacks has continued through the end of the year, with Potato Kkang growing 20%, Sweet Potato Kkang 39%, and Onion Kkang 70% compared to the previous year.

Additionally, the newly launched Corn Kkang in October is also contributing. From the start, Corn Kkang sparked curiosity among consumers through word of mouth, becoming a rare item amid sold-out chaos. It sold over 2 million packs within 40 days of launch, playing a significant role alongside its older siblings. Consequently, Nongshim is operating one of its existing snack production lines exclusively for Corn Kkang, increasing production by more than 60%.

The popularity of Kkang snacks is attributed to communication activities aligned with trends. Nongshim quickly responded to the issue by releasing footage advertisements and promoting broadcast PPL. They also held a ‘National Challenge’ that consumers could enjoy together, leveraging Rain’s Kkang issue, which has become a cultural play, and released advertisements featuring the selected works and Rain.

Moreover, Shrimp Kkang applied a sophisticated and luxurious package design tailored to young consumers’ tastes, while Corn Kkang attracted sports fans’ attention by using its unique shape and product name in a domestic professional baseball postseason promotion.

The friendly and addictive taste unique to Kkang snacks, which captivates consumers’ palates, is also cited as a reason for their steady popularity throughout the year. Kkang snacks are made from ingredients like shrimp, potatoes, sweet potatoes, and onions, which are enjoyed daily by the entire nation. They have been loved for over 40 years as a national snack with a highly addictive taste that is not overly stimulating but faithfully reproduces the original flavor of the raw materials.

A Nongshim official said, “We are grateful that our long-standing snack products, which have represented Nongshim for a long time, are receiving great love again,” adding, “We plan to continue marketing activities with a youthful sensibility so that this does not end as a fleeting issue and can receive broad affection.”