Nongshim Targets Summer Bibim Noodle Market No.1 with 'Baehongdong Jjoljjolmyeon'

Nongshim is accelerating its challenge to become the number one in the bibimmyeon market this summer with its new product ‘Bae Hong Dong Jjol Jjol Myeon,’ following the success of ‘Bae Hong Dong Bibimmyeon.’

Yoo Jae-suk model Bae Hong-dong advertisement.
[Photo by Nongshim]

Nongshim’s ambitious product Bae Hong Dong Bibimmyeon caused a sensation from its launch in 2021, quickly rising to second place in the bibimmyeon market share. Last year, it recorded sales exceeding 25 billion KRW based on shipment price, further widening the gap with the third place. The new product Bae Hong Dong Jjol Jjol Myeon is made by replicating the taste of jjolmyeon using the bibim sauce from Bae Hong Dong Bibimmyeon. It was developed based on the popularity of the Bae Hong Dong Bibimmyeon sauce, which is flavored with pear, red chili pepper, and dongchimi (radish water kimchi).

Bae Hong Dong Jjol Jjol Myeon features dried noodles that create the unique chewy and springy texture characteristic of jjolmyeon. The dried noodles are air-dried instead of fried, resulting in a smooth surface and high density compared to fried noodles, which allows for the springy texture typical of jjolmyeon.

Along with the launch of Bae Hong Dong Jjol Jjol Myeon, Nongshim has selected broadcaster Yoo Jae-suk as the advertising model for the Bae Hong Dong brand for the third consecutive year. With advertisements featuring Yoo Jae-suk, Nongshim has begun full-scale marketing activities to target the bibimmyeon market this year. In the recently released commercial, Yoo Jae-suk appears as a new character named ‘Yoo Jjolgit,’ the youngest son of the Bae Hong Dong family.