[Hit Product] Nongshim Bae Hong Dong 'Bibim Myeon No.1 Hunt'... Targeting with 3 Product Lineup

Tangy Texture Baehongdong Jjoljjolmyeon Popular
Spicier Taste Than Baehongdong Bibimmyeon
Baehongdong Last Year's Sales 32 Billion KRW... 32% Increase

As the hot weather approaches, the ramen industry is competing to capture the 180 billion KRW annual bibimmyeon market, with Nongshim's Baehongdong drawing attention. Launched in 2021, Baehongdong quickly rose to second place in the bibimmyeon market in its first year, and last year, the newly introduced Baehongdong Jjoljjolmyeon successfully settled in the market.

Baehongdong Jjoljjolmyeon is characterized by its use of dried noodles, which create the chewy and springy texture unique to jjolmyeon. Since dried noodles are air-dried rather than fried, their surface is smoother and denser compared to fried noodles, allowing them to achieve the chewy texture typical of jjolmyeon. Additionally, the sauce is spicier than the original Baehongdong bibimmyeon to match the jjolmyeon concept.

As a result, last year, Baehongdong brand sales reached 33 billion KRW, a 32% increase compared to the previous year. Baehongdong Jjoljjolmyeon accounted for 10 billion KRW in sales, representing 30% of the total and significantly contributing to the brand's growth.

Riding on Baehongdong's popularity, Nongshim launched 'Baehongdong Keunsabbalmyeon' in April. This product features a sweet and tangy bibim sauce made by grinding and fermenting pear, red chili peppers, and dongchimi, enhanced with the Vietnamese chili 'Haneulcho' for a cleaner and spicier flavor. The addition of soybean powder topping adds nuttiness and umami, while the noodles are thin, chewy, and elastic, pairing well with the bibim sauce and toppings. The cooking time is only 2 minutes. A Nongshim representative stated, "We will continue various marketing activities this year to promote Baehongdong's differentiated taste to consumers," adding, "We plan to do our best to achieve the goal of becoming the number one bibimmyeon brand."