‘Miryang Dwaeji Gukbap’ Wins Korea Representative Brand Award

2-Year Consecutive Award Celebration with Milyang Dwaeji Gukbap Mukbang Event Also Held

Miryang Pork Soup, a local specialty from Gyeongnam, was selected as the winner of the Korea Master Brand Awards in the local food category for the second consecutive year in 2023, following last year.

The "Korea Master Brand Awards," now in its 18th year, selects brands that are popular and loved by consumers through strict and fair investigations. It is recognized as the most prestigious and objective brand award in Korea.

'Miryang Dwaeji Gukbap' Awarded Korea Representative Brand Award for 2 Consecutive Years.

The "2023 Korea Master Brand Awards" selected the top brands in each category through a systematic preliminary survey, online consumer surveys, and expert certification reviews.

The online consumer survey (survey period: February 1 to 15, 2023, 15 days) investigated factors such as initial awareness, secondary recognition, brand differentiation, trust, leadership, quality, and loyalty. Afterwards, the Master Brand Index (MBI) was calculated for each brand, and the final winners were confirmed through certification reviews by the award selection committee for each category.

Miryang Pork Soup scored the highest with an MBI of 78.5 points, far surpassing the average score of 60.5 points from other local governments, once again proving itself as a representative local food brand of Korea.

Miryang Pork Soup began in 1938 at the Muan Market in Miryang and has continued its history and tradition for over 80 years. It is a dish loved by the public for a long time with its simple yet deep flavor, consisting of rice served in a rich broth made by boiling pork or beef bones, topped with boiled pork slices and served with chive kimchi or diced radish kimchi (kkakdugi).

To make Miryang Pork Soup more approachable to people of all ages and to actively respond to changing tourism trends, the city developed the Miryang Pork Soup character, Goodbabi, in 2021. Goodbabi participates in various festivals and events and appears on TV and YouTube, promoting Miryang and Miryang Pork Soup in many ways.

Especially in celebration of the "2023 Miryang Visit Year," Goodbabi was appointed as the promotional ambassador for the Visit Year, playing a significant role in promoting Miryang and Miryang Pork Soup nationwide and establishing it as a representative food of Miryang City.

To commemorate winning the Korea Master Brand Awards for two consecutive years, the city will hold the Miryang Pork Soup Mukbang Certification Event "Miryang Pork Goodbabi Treats You!" from April 19 to May 8.

During the event period, participants can upload a photo of themselves eating pork soup at a pork soup restaurant in Miryang along with a one-line review on their personal SNS, then apply on the Miryang City website with their meal receipt. Winners will be selected by lottery and awarded mobile gift certificates.

Yang Gi-gyu, Director of Tourism Promotion, said, "Winning the Korea Master Brand Awards for two consecutive years proves that Miryang Pork Soup, the original pork soup, is truly a representative brand of Korea. Miryang City will continue to uphold this reputation and strive to help Miryang Pork Soup become a premium brand."