Didim launches delivery shop-in-shop business 'Haejang Naengmyeon'

A table setting of Didim's 'Hangover Cold Noodles'.

[Asia Economy Reporter Moon Hyewon]Didim, which operates the seafood restaurant Yeonansikdang, announced on the 13th that it will launch a delivery shop-in-shop brand called ‘Haejang Naengmyeon’.

Haejang Naengmyeon is a cold noodle specialty brand created in response to the trend of seeking cold noodles as a hangover cure. With the slogan ‘The broth does it all,’ it emphasizes that unlike hot soup-based hangover foods, it offers a refreshing way to relieve hangovers. The menu features signature cold noodles made with cool and savory broth, along with various side dishes such as steamed dumplings, fried dumplings, and seasoned pork neck.

The signature dishes, ‘Haejang Mul Naengmyeon’ and ‘Haejang Bibim Naengmyeon,’ come in three levels of spiciness, allowing customers to enjoy addictive spicy flavors according to their personal preference.

Haejang Naengmyeon has the advantage of allowing simultaneous operation of two brands to minimize the risks for store owners when menu items are limited in a single store. The menu is designed to be easily prepared in-store without additional staff, enabling existing stores to expand and introduce new menu items without the burden of startup costs, thus enhancing competitiveness.

Didim plans to open outlets in its franchise brands Yeonansikdang, Gorae Gamjatang, and Gorae Sikdang, offering various benefits such as waiving franchise fees up to the 30th store for prospective franchisees, aiming to expand nationwide.

Meanwhile, Didim is scheduled to open the first Gonghwachun franchise store in Mapo-gu, Seoul, in mid-June.