Nongshim Shrimp Crackers Achieve Annual Sales of 100 Billion KRW After 51 Years Since Launch

[Asia Economy Reporter Koo Eun-mo] Nongshim's Saewookkang is expected to achieve annual sales of 100 billion KRW for the first time this year, 51 years after its launch.

Nongshim announced on the 1st that from January to November this year, sales of the Saewookkang brand?including Saewookkang, Spicy Saewookkang, Rice Saewookkang, and Saewookkang Black?reached 93.3 billion KRW, a 20% increase compared to the same period last year. With average monthly sales around 8.5 billion KRW, it is expected that annual sales of 100 billion KRW will be easily achieved this year.

Nongshim attributed Saewookkang's popularity to the increase in various gatherings following the lifting of social distancing measures. According to Nongshim's analysis, Saewookkang has been greatly loved as a snack that anyone, regardless of age or gender, can enjoy at gatherings with friends or family. They also diagnosed that the prolonged economic downturn has strengthened Saewookkang's growth trend, as consumers tend to prefer well-established products from leading brands. Sales increased because consumers chose the familiar Saewookkang brand over unfamiliar new products. The premium product 'Saewookkang Black,' launched last year, is expected to generate 10 billion KRW in sales this year.

A Nongshim official said, "It is very rare for a long-standing brand that has been on the market for over 50 years to continue its growth trend," adding, "Saewookkang grows every year and is solidifying its position as a national snack."

Saewookkang was Korea's first snack, launched in 1971. At that time, Nongshim researchers devoted themselves to developing Saewookkang by working overnight for a year. The amount of flour used in development was equivalent to about 80 trucks carrying 4.5 tons each. The secret to Saewookkang's unique savory taste lies in fresh shrimp. Each bag of Saewookkang contains 4 to 5 fresh shrimp measuring 5 to 7 cm in size.