Commercialization of Popular SNS Recipes like 'Jin Ramen Fried Rice'
Targeting Modishumers Enjoying Products with Their Own Recipes
[Asia Economy Reporter Park Hyun-joo] As more consumers enjoy existing products in their own unique ways, the food industry is launching marketing campaigns targeting these consumers.
They are called modishumers. Modishumer is a newly coined term combining 'modify' and 'consumer,' referring to consumers who create new dishes by altering recipes to suit their tastes.
The most famous example is 'Jjapaguri' (Jjapaghetti + Neoguri). The popularity of Jjapaguri began in 2013 on MBC's variety show "Dad! Where Are We Going?" Viewers found singer Yoon Min-soo's son, Yoon Hu, eating Jjapaguri deliciously and cutely, which led them to imitate him. As a result, Jjapaguri recipes were shared online, and sales of Nongshim's Jjapaghetti and Neoguri surged, sparking a nationwide trend. Later, in 2020, director Bong Joon-ho's film "Parasite" featured a Jjapaguri recipe topped with Korean beef sirloin, reigniting the Jjapaguri craze.
There are also cases where consumer demands were quickly reflected. Paldo Bibim Men increased its weight due to consumer requests. At the end of last year, BTS member RM said, "(The amount of one Bibim Men is small) I ate two yesterday and felt unwell today," and added, "One is not enough, so I hope they release a product with 1.5 times the weight." Even before BTS's mention, online communities had been requesting a larger-sized Paldo Bibim Men. In response, Paldo launched 'Paldo Bibim Men Cup 1.2' with 1.2 times the weight earlier this year.
As such, the food industry is responding promptly to consumer demands. They mainly target modishumers by referencing recipes trending on social networking services (SNS) and commercializing them. This strategy is seen as a way to drive sales through the publicity gained from well-known recipes. Following last year's 'Kaguri' (Curry + Neoguri), Nongshim introduced 'Shinbokgetti' (Shin Ramyun Stir-fried Noodles + Jjapaghetti) in March. Ottogi launched 'Jin Ramen Fried Rice,' based on the popular 'cup ramen fried rice' recipe on SNS.
Products inspired by popular recipes on social networking services (SNS) are being released. Photo by Ottogi
The alcoholic beverage industry has also commercialized products inspired by existing mixed drinks. Convenience store GS25 and Hite Jinro released 'Gat-saeng Bomb Beer' in May, combining soju and beer. This product replicates the popular 'Somaek' (soju + beer) ratio of 'one-third soju and one-half beer' known from online communities. 'Maksa,' a mix of Makgeolli and cider, was also commercialized. In June, Kooksoondang partnered with Lotte Chilsung Beverage to launch 'Kooksoondang Chilsung Maksa,' combining Kooksoondang Makgeolli with Chilsung Cider.
However, consumers seem largely unaware of modishumer-themed products. According to a survey conducted in February by research firm Media Real Research Korea targeting 4,706 adult men and women, 67.02% of respondents said they were 'unaware' of modishumer marketing. Experience purchasing modishumer-themed products was also low. When asked if they had purchased products like 'Jjapaguri,' 'Kaguri,' or 'Maksa,' 61.18% of respondents answered that they had 'never purchased' them.
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