Sales Soar with the 'Basasak' Sound... Daechang Craze Sweeps e-Commerce

11st Product Sales Up 450%
Purchasing in Sync with Stock Arrival 'Open Run' Too
"Products Less Affected by External Factors... Big Impact from Mukbang Craze"

Sodaechang products sold on 11st. Most are advertised in a crispy grilled form that appears in mukbang YouTube videos. (Source=11st)

[Asia Economy Reporter Jeon Jinyoung] The so-called ‘Daechang Mukbang’ craze, where large intestines are grilled whole without cutting on YouTube, is causing a noticeable increase in related sales on e-commerce platforms. Among consumers, an ‘open run’ phenomenon is occurring, where they wait for the day new stock arrives to purchase daechang and gopchang.

According to the e-commerce industry on the 9th, the YouTube daechang mukbang craze has directly led to increased purchases of related products. On 11st, sales in the gopchang and makchang category, which includes daechang, increased by 450% compared to the same period last year from the 1st to the 7th of this month.

During the same period, sales on Gmarket and Auction also showed remarkable growth: gopchang by 217%, daechang by 94%, and makchang by 17%. The green onion kimchi and chive kimchi that YouTubers often pair with daechang mukbang also gained popularity, with sales on Gmarket and Auction increasing by 179% during the same period. Market Kurly also saw a 128% increase in daechang sales, with makchang and gopchang rising by 29% and 49%, respectively.

Lotte ON is also feeling the mukbang craze. A Lotte ON representative said, "Since a makchang seller started selling in July, monthly sales have nearly doubled, showing explosive customer response."

As supply struggles to meet demand due to the mukbang craze, open runs are occurring among consumers. Since daechang stock fluctuates depending on slaughter volume, frequent sell-outs are happening among e-commerce vendors. Because of this, more consumers are waiting for restock times to place orders or even sharing vendor contact numbers within online communities.

An industry insider explained, "Daechang and gopchang are product groups that are not easily affected by external factors such as seasons. The rapid growth seen is likely largely influenced by the recent mukbang trend on platforms like YouTube."