Special Ramen Featuring CEO Baek Jong-won's Secret Recipe Released

Emart and Theborn Korea Launch 'Baekramyeon' Exclusively
Developed Popular Flavor Through Over a Year of Collaboration

Baek Ramen (Photo by Emart).

Emart announced on the 9th that starting from the 12th, it will exclusively offer "Baek Ramen," reflecting CEO Baek Jong-won's special secret recipe, in collaboration with The Born Korea. It will be available only offline at Emart stores and on The Born Market website.

To celebrate the launch of Baek Ramen, Emart will hold a quiz event through the Emart application (app) from the 12th to February 1st, where customers can guess the name of the ramen. Customers who answer correctly will receive a 10% discount coupon for purchasing Baek Ramen.

Baek Ramen was developed focusing on the basic characteristics and taste of ramen, aiming to be a popular ramen that anyone can enjoy. It features a spicy yet rich umami flavor through a special broth blend by CEO Baek Jong-won, based on beef stock and chicken stock. It emphasizes a harmonious taste with plenty of egg flakes blending a savory egg flavor into the spicy soup. Additionally, it contains abundant flakes of seaweed and green onions.

The noodles are made with potato starch to create a chewy texture that pairs well with the broth, and green tea flavoring is added to enhance the aroma.

Emart stated that to operate differentiated products exclusive to Emart, it collaborated with The Born Korea for over a year since December 2021, conducting dozens of tests to develop a ramen that is faithful to the basics while having a popular taste.

Meanwhile, since last year, Emart has been exclusively launching ramen products through various collaborations with manufacturers. In January last year, the "Paldo Tteumsae Ramen Extreme Experience," planned exclusively with Paldo as the spiciest ramen in Korea, sold out the initial 300,000 units within about two months, leading to an additional 300,000 units being planned. Since April last year, Paldo has officially released it as a regular product. Additionally, in May last year, Emart introduced "Ottogi Jinjjja Yeoljjolmyeon" in collaboration with Ottogi and "Paldo Bulbibimmyun Extreme Experience" with Paldo, and in November, it launched "Paldo Bibimmyun Lemon" as an exclusive product.

Through differentiated product operations, Emart's total sales of bagged ramen increased by 7.7% compared to 2021 last year.