[Asia Economy Reporter Song Seung-yoon] Nongshim's Shin Ramyun has maintained its number one position in the domestic ramen market for 33 years. Launched in 1986, Shin Ramyun first reached the top spot in the ramen market in 1991 and has held the position as Korea's representative ramen ever since.
Shin Ramyun continues to make new history every year. In 2015, it became the first single brand in the food industry to surpass cumulative sales of 10 trillion won. Notably, in 2021, 35 years after its launch, overseas sales exceeded domestic sales, making it a ramen more popular among international consumers. The reason why Shin Ramyun's spicy flavor, loved by Koreans, gained greater popularity overseas was due to Nongshim's global market entry strategy that "the most Korean taste is the most global taste."
The biggest secret to Shin Ramyun's popularity is that it realized the spicy flavor favored by Koreans, opening the era of "spicy ramen" in the ramen market. Before Shin Ramyun's launch, the ramen market was dominated by products with mild and savory broth. Nongshim, inspired by Koreans' preference for spicy and hearty broth, introduced a spicy ramen with a deep flavor and spiciness, modeled after a hearty beef soup.
© The Asia Business Daily(www.asiae.co.kr). All rights reserved.
