"Even the Chairman Was Surprised by the Savory Taste"... Harim Launches 'The Misik Sacheon Jajangmyeon'

Authentically Spicy Sichuan Flavor Recreated
Passed Blind Test Among Chinese Cuisine Experts
"Aiming to Secure Position in Top 5 Jjajangmyeon Market"

"Even Chairman Kim Hong-guk, who has tried Sichuan Jajangmyeon, was surprised by its savory taste. We take pride in faithfully recreating the 'Chinese Sichuan-style Jajangmyeon,' to the extent that we conducted blind tests with Chinese cuisine experts."

Harim has launched 'The Misik Sichuan Jajangmyeon.' This comes two years after Kim Hong-guk, Chairman of Harim Foods, fell in love with the taste of a Chinese restaurant run by overseas Chinese and introduced 'The Misik Uni Jajangmyeon' in 2022. Since Uni Jajangmyeon entered the top 5 in total Jajangmyeon market sales, the strategy is to strengthen its position with the release of a follow-up product.

On the 18th, Park Ju-young, Brand Manager of Sichuan Jajangmyeon at Harim Foods The Misik, held a media tasting event at a restaurant in Gangnam-gu, Seoul, saying, "We carefully analyzed consumers' elevated tastes and needs and focused on Sichuan cuisine, one of the four major Chinese cuisines." Sichuan cuisine uses Sichuan peppercorns (a spicy aromatic spice) and hot chili peppers to create a numbing and spicy flavor, which has captivated domestic consumers' palates for years with its stimulating yet addictive taste.

The Misik Sichuan Jajangmyeon preserves the rich and savory taste of Chinese Sichuan by stir-frying traditional Chinese Doubanjiang and fresh pork in chili oil over high heat. From the first bite, the numbing Ma Zha You stimulates the appetite, and large-cut chili peppers provide delicious spiciness until the end. Additionally, subtly roasted domestic onions, garlic, and ginger add a clean flavor.

Manager Park explained, "To faithfully recreate the taste of Sichuan, we utilized traditional ingredients and personally visited famous Sichuan Chinese restaurants nationwide, where people line up to eat, benchmarking only the strengths of their recipes."

The noodle-making method, which was cited as a key factor in the popularity of The Misik Uni Jajangmyeon, was also applied as is. Instead of plain water, the dough was made with carefully boiled broth to add deep flavor to the noodles themselves, and the chewy and soft texture was maximized by frying the noodles in a Chinese-style Youzaimen form.

Harim plans to further increase its influence in the Jajangmyeon market, currently ranked 5th in sales, by expanding the lineup to include Sichuan Jajangmyeon alongside the rapidly growing Uni Jajangmyeon. Manager Park said, "Riding on the rapid growth and popularity of The Misik Uni Jajangmyeon, we actively reflected The Misik’s know-how to newly define the standard of Jajang with Sichuan Jajangmyeon. We hope you enjoy true gourmet taste with Sichuan Jajangmyeon, which faithfully recreates Chinese Sichuan-style Jajangmyeon."