[Asia Economy Reporter Eunmo Koo] Nongshim announced on the 27th that its Ramen King Kim Tongkkae, launched last month, surpassed 5 million units in sales within just one month.
The secret to its popularity lies in its spicy and savory broth. It features a rich flavor from abundant seaweed flakes and roasted sesame seed toppings. The broth retains the unique umami taste of seaweed. A popular recipe is "Kim Tongkkae porridge," made by adding rice and eggs to the remaining broth after finishing the noodles. Online reviews pour in, saying, "I usually can't finish the broth, but thanks to the umami, I ended up finishing the broth completely," and "If you add beaten egg and eat it as ramen porridge, it's perfect."
Marketing activities using the character also contributed to its success. Nongshim released an advertisement featuring Kim Jongmin as the model, using Kim Tongkkae, a young chef dreaming of becoming the Ramen King, and posted the Kim Tongkkae webtoon on social media platforms. Recently, they have been conducting both online and offline marketing, including promotions at baseball stadiums.
A Nongshim official stated, "We will continue to enhance consumer satisfaction by combining a unique taste with fresh marketing."
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