For Export Kimchi Ramen, 'Rabicha'... Nongshim Decides to Remove It

"Package Change Upon Product Depletion"

Nongshim decided to remove the Chinese term 'Labaichai' (辣白菜) from the packaging of its kimchi ramen sold in the United States after controversy arose domestically.

Nongshim Kimchi Sabalmyeon product
[Photo by Nongshim]

The export cup noodle containers in the market were labeled 'Spicy Kimchi Flavor.' Alongside, the Chinese term 'Labaichai' (辣白菜) was written, with a description stating 'Seasoned with Real Kimchi.'

Consumers were outraged that a domestic company used the Chinese term for kimchi on export products. On the 25th, Professor Seo Kyung-deok of Sungshin Women's University pointed out on social media (SNS) that "Labaichai is a pickled cabbage dish from Northeast China, which is completely different from our kimchi." He criticized China's 'kimchi project' carried out over several years and emphasized, "All the more reason we must properly use the basic labeling of kimchi both domestically and internationally."

Nongshim stated that it was unavoidable. They explained that if they replaced the widely used term Labaichai with the official Chinese term for kimchi, Xinchi (辛奇), local Chinese consumers would not understand it. In 2021, the government unified the Chinese labeling guideline for kimchi, which had previously used both 'Labaichai' and 'Xinchi,' to use only 'Xinchi.' The company said, "We included the term 'Labaichai' in small print for consumers in Chinese-speaking countries who are not familiar with English," and added, "The term 'Xinchi' is not commonly used locally in China and is not understood, so instead of using Paochai, which has been involved in Northeast Project controversies, we used Labaichai."

However, as the controversy grew, Nongshim decided to remove the Chinese term 'Labaichai' from two types of kimchi ramen and kimchi bowl noodles sold in the United States. A Nongshim official explained, "Once the products currently sold in the U.S. are sold out, we plan to proceed with packaging changes," adding, "The timing of implementation will depend on the depletion of existing product sales."