Nongshim Celebrates 50th Anniversary of Saewookkang with Unique Collaboration

Nongshim celebrated the 50th anniversary of the launch of Saewookkang by partnering with the select shop 'Bind' to release unique merchandise. The photo shows collaborative goods such as smartphone cases and grip talks.

[Asia Economy Reporter Seungjin Lee] Nongshim has embarked on a unique collaboration with other industries to celebrate the 50th anniversary of Saewookkang's launch.

On the 27th, Nongshim announced that it partnered with the fashion lifestyle select shop ‘Bind’ to release various goods themed around Saewookkang.

Nongshim introduced a range of lifestyle products including smartphone cases and grip tok, as well as autumn camping items such as camping chairs and cooler bags. Nongshim provided the design elements for the products, while the select shop Bind and lifestyle brand ‘EARP EARP’ handled sales and design.

A Nongshim representative said, “Saewookkang is a long-standing brand loved for 50 years, but it continues to maintain a friendly brand image by constantly communicating with young consumers, as seen in last year’s ‘Kkang’ craze. We pursued this collaboration to offer new fun to MZ generation (Millennials + Generation Z) consumers.”

Meanwhile, the ‘Bind X Nongshim Camping Market,’ which reinterprets representative products such as Saewookkang, Ansungtangmyun, Neoguri, Potato Chips, and the Kkang series, is also underway. Street fashion brands like Mahagrid, Vivastudio, Clotty, and Chuk are pairing with Nongshim products to showcase fashion accessories and goods.

These products will be sold until October 31 at Bind’s online and offline stores, as well as pop-up stores at Times Square Atrium in Yeongdeungpo, Seoul, and Samsung Parnas Mall.