[Report] "150,000 Ramen Sold" The Secret to the Popularity of The Hyundai Seoul's '88 Ramen Stage'

'Myeongjeong Shot Spot' MZ Enthusiasts
150,000 Sold in 3 Months
Exclusive Tableware & Bbogli Tongs
Goods Zone & Desserts Also Popular

Ramen from 88 Ramen Stage neatly lined up like books on a bookshelf.

[Asia Economy Reporter Jeon Jinyoung] "How many types of Jjajang ramen are there? Should I buy them all and try?"

On the afternoon of the 3rd, the pop-up store ‘88 Ramen Stage’ on B1 floor of The Hyundai Seoul in Yeouido, Seoul was packed with no space to step inside and outside the store. Inside the store, it looked like a huge ‘ramen library.’ The ‘ramen shelves’ that rose close to the ceiling displayed bagged ramen in rainbow colors starting from red. The shelves filled with ramen became a ‘photo zone’ for customers. Those who took pictures soon picked a few ramen packs, paid, and left.

The ramen sold through 88 Ramen Stage exceeded 150,000 packs within three months since the store opened in January. This number is twice the three-month target quantity set by Hyundai Department Store at the planning stage.

Although every household keeps a few packs of ramen and ramen is available everywhere from convenience stores near homes to large supermarkets, the secret to this success lies in its reputation as a ‘photo spot perfect for certification shots’ that the MZ generation (Millennials + Generation Z) would be enthusiastic about. Since it often appears on social media (SNS), people stop by thinking, ‘Shall I take a photo too?’ and naturally pick up ramen, which is an affordable item priced between 1,000 and 1,700 won depending on the type.

Exterior view of the 88 Ramyeon Stage store.

The Hyundai Seoul stocked about 200 types of ramen here, including 150 domestic ramen varieties, 40 overseas ramen, and 10 regional ramen. Domestic ramen was categorized and displayed as soup ramen, stir-fried/mixed noodles, vegetarian ramen, etc., and overseas ramen was exhibited by type. Japanese bagged ramen was arranged to highlight regional characteristics, such as Kyushu Soy Ramen, Hakodate Shio Ramen, and Sapporo Miso Ramen, and Vietnamese instant noodles were placed by flavor. A ‘deepened version’ was also prepared. They sold meal kits collaborating Buldak Bokkeum Myun with ‘Sogopsae’ (beef, beef tripe, shrimp), and flakes, scallion oil, pickled radish, etc., that enhance the ramen’s flavor were displayed together.

There were also various attractions besides ramen. A ‘goods zone’ was set up in one corner of the store, selling green tableware used in snack bars, aluminum pots said to cook ramen best, anti-fog cleaners for people who wear glasses while eating ramen, clothespins for ‘Ppogeuli’ (pouring hot water directly into the bagged ramen to eat), timers, and more. To reduce customers’ worries when choosing ramen, carefully selected ramen bundles were also sold at the department store.

Flakes to accompany the ramen sold at 88 Ramen Stage.

Ramen-inspired desserts were also sold. There were ‘Jjajangmyeon Cake’ topped with yellow noodles made from sweet pumpkin paste and red bean paste and rice cakes, and ‘Granola & Raspberry Yogurt’ topped with ramen paste on raspberry yogurt and granola. A store official said, “Desserts are so popular that they sell out quickly on weekends if you don’t hurry.”

As this place has become a ‘holy ground of ramen,’ requests for new product promotions and free supply have also poured in. A Hyundai official stated, “Thanks to its popularity, we plan to extend the operation of 88 Ramen Stage, which was scheduled to end on the 31st of this month, for another month.”