Harim Launches 'Cup Ramen'... Market Reacts 'Not So Sure' to High-Price Strategy

Harim Industries Launches 'Cham Ramyeon' at Convenience Stores
Price 3,800 Won... 2-3 Times More Expensive Than Regular Cup Ramyeon
Initial Response 'Cold'..."Price Is Too High"

Harim is targeting the ramen and instant rice markets through its premium brand 'The Misik (The Misik)', and this time, it has launched 'Cham Ramen', marking its entry into the cup ramen market. However, by maintaining a premium strategy with prices set at two to three times higher than regular cup ramen, it seems unlikely that the previously raised 'high price controversy' can be avoided this time as well.

Harim Industrial's new product, Cham Ramyeon.
Photo by Song Seung-yoon

According to industry sources on the 7th, Harim Industry released Cham Ramen at convenience stores on the 2nd. Harim's chicken canned ham, Cham, is included in the form of ham and sausage, and the broth is based on ox bone soup, emphasizing its deep flavor as a strength.

Cham Ramen comes in a 195g size, similar to regular cup ramen, but is priced at 3,800 won at convenience stores. This is more than twice the price of regular cup ramen. Compared to Nongshim Yukgaejang Sabalmyeon, which sells for 1,000 won at convenience stores, it is more than three times as expensive. Even compared to premium ramen such as Nongshim Shin Ramyun Black Bowl (1,800 won) and Baek Jong-won's Meat Jjamppong Cup Ramen (1,900 won), which caused a sensation at CU convenience stores, it is twice as expensive.

Harim is also conducting aggressive marketing in the distribution process. The sales incentive for Cham Ramen, set by Harim until the 31st of this month, is reported to be 1,000 won, which amounts to 26% of the selling price. The sales incentive is a kind of commission paid by suppliers to distributors to encourage orders and is passed on to store owners. It is usually set at around 10%. When Harim launched Jangin Ramen, it also set a sales incentive of 1,000 won per cup for the 2,800 won Jangin Ramen cup.

This is interpreted as part of Harim's consistent premium strategy. Harim has emphasized the use of high-quality ingredients in line with the trend of premiumization and has maintained relatively high prices. The previously launched Jangin Ramen and The Misik rice followed the same approach.

On the other hand, despite this premium strategy, initial evaluations have been lukewarm. Many reviews suggest that the price is excessively high compared to the taste and composition of the ramen. The main ingredient, Cham, consists of about 5 to 10 pieces combined of ham and sausage, and aside from this, it is not much different from regular ramen. There are also many reviews pointing out a lack of other toppings such as dried vegetables.

In fact, the tasted Cham Ramen reminded one of Budae Jjigae (army stew). The liquid soup and Cham infused a rich umami flavor, but there was nothing particularly special beyond that. Since there have been ramen dishes that included sausage and ham to emulate Budae Jjigae before, it felt less unique. While it is difficult for ramen to taste bad, it felt somewhat lacking to be considered a premium product.