Nongshim Baehongdong, the Emerging Bibimmyun Challenger Standing Firm Against the Absolute Stronghold

Nongshim Bae Hong Dong Bibimmyun.

[Asia Economy Reporter Lim Chun-han] Nongshim's Baehongdong Bibimmyun has emerged as a rising power in the bibimmyun market. Launched last year, Baehongdong Bibimmyun has sold over 20 billion KRW, ranking second in sales in the bibimmyun market. After investing over a year researching the optimal combination by visiting bibim noodle specialty restaurants nationwide, Nongshim's ambitious product has changed the market landscape.

Nongshim selected red chili peppers as the spicy ingredient and dongchimi for a tangy flavor, adding pear to enhance the refreshing taste. Notably, many bibim noodle specialty restaurants and chefs use chili powder instead of gochujang to achieve a clean bibim sauce flavor. Inspired by this, Nongshim ground red chili peppers as is and matured them together with ingredients like pear and dongchimi to complete their unique bibim sauce.