New Challengers in Paldo... Early 'Bibimmyun War' Heats Up

Nongshim Launches 'Bae Hong Dong' Featuring Signature Bibim Sauce from Famous Restaurants
Ottogi Expands 'Jin Bibimmyun', Samyang Renews 'Yeolmu Bibimmyun'
Paldos, Holding Half of Bibimmyun Market, Releases Limited Edition

[Asia Economy Reporter Lim Hye-sun] The annual summer battle over bibim-myeon (spicy mixed noodles) has started early this year, beginning in early spring. Nongshim, Ottogi, and Pulmuone have all thrown down the gauntlet to challenge the undisputed number one, Paldo. Attention is focused on whether a new emerging powerhouse will be born this year.

Ramen Competition Shifts to Bibim-myeon

According to the food industry on the 5th, Nongshim will release its ambitious new product, "Bae Hong Dong Bibim-myeon," next week. Nongshim spent a year visiting bibim-guksu (mixed noodle) specialty restaurants nationwide to develop the best bibim sauce. Bae Hong Dong features a unique bibim sauce made by blending and fermenting pear, red chili pepper, and dongchimi (radish water kimchi). The red chili pepper provides a clean spicy flavor, the pear and onion add sweetness, and the dongchimi contributes coolness and tanginess. The sauce quantity is also 20% more than other bibim-myeon products. The product name is derived from the first letters of the three main ingredients. Nongshim plans to actively market the product in the first half of the year with broadcaster Yoo Jae-suk as its model.

Ottogi plans to further grow its "Jin Bibim-myeon," launched last year. Jin Bibim-myeon sold over 50 million units within a year of its release. Ottogi will again feature Baek Jong-won as its model this year, differentiating the product with its generous portion size, refreshing taste, and rich sauce.

Samyang Foods has renewed and resumed production of "Yeolmu Bibim-myeon," first introduced in 1991. They applied thinner and chewier noodles to enhance texture and increased the sauce amount to strengthen the unique flavor of Yeolmu Bibim-myeon. Production will continue until August.

Last year, Pulmuone re-entered the ramen market with its "Jeong·Baek·Hong series" and has now declared its entry into the bibim-myeon market. It aims to capture the market with various flavors including vegan options, mild taste, and spicy taste.

Paldo, the Unrivaled Number One, Launches ‘Limited Edition’

According to the industry, the domestic bibim-myeon market reached 140 billion KRW last year and is expected to exceed 150 billion KRW this year. The bibim-myeon market is dominated by Paldo, which holds more than half the market share. Since its launch in 1984, "Paldo Bibim-myeon" has sold 1.247 billion units as of last year. With the popular phrase "Mix with your right hand, mix with your left hand," it sold over 110 million units last year alone. Although food companies have launched new products every year to challenge the bibim-myeon market, none have surpassed the Paldo Bibim-myeon barrier. In 2019, companies released two new products each, including Nongshim’s "Seaweed-rich Vinegar Bibim-myeon" and "Acorn Jjoljjol-myeon," Samyang Foods’ "Seaweed Sour Bibim-myeon" and "Fried Jjol-myeon," and Ottogi’s "Seaweed Vinegar Bibim-myeon" and "Wasabi Real Jjol-myeon." Last year, Ottogi released Jin Bibim-myeon, Samyang launched Spicy Pepper Bibim-myeon, and Nongshim introduced Kal Bibim-myeon.

Paldo maintains its market dominance by releasing limited edition products with new flavors every year. This year, it launched "Paldo Bibim-myeon 8g+" as a limited edition of 12 million units. The limited edition features an additional 8g of liquid bibim sauce included separately without a price increase. The liquid sauce, previously 30g, has increased by 25%. This reflects the results of a consumer survey showing that the 35-year tradition of spicy, sour, and sweet bibim sauce is the biggest reason for purchase. Furthermore, Paldo plans to solidify its image as the "original bibim-myeon" by featuring actor Jung Woo-sung.

A food industry official explained, "Since COVID-19, consumers have been seeking bibim-myeon year-round, expanding the market," adding, "With more new products this year, consumer choices have become even more diverse."