[Review] Convenience Store 'Order Crisis' Pyeongnaeng Beverage... Mild Salty Taste Perfect for 'Hangover Relief'

GS25 PB 'Yours Pyeongyang Naengmyeon Broth'
Unique Beverage Based on Korean Beef Brisket Broth
Enjoy Convenient Pyeongyang Naengmyeon Flavor at Convenience Stores

'Bland and dull taste.'

This is the kind of expression that appears when searching for the taste of Pyongyang Naengmyeon on social networking services (SNS) and online communities. It means that the taste of Pyongyang Naengmyeon, which is different from the familiar cold noodles at meat restaurants, is divisive. The broth of Pyongyang Naengmyeon, made by mixing dongchimi (radish water kimchi) broth with meat broth, may feel bland compared to regular cold noodles, but many 'Pyongyang Naengmyeon maniacs' appreciate the umami flavor that emerges after eating it several times.

GS25's unique private brand (PB) beverage product 'Yours Pyongyang Cold Noodle Broth'.
[Photo by GS Retail]

'Yours Pyongyang Naengmyeon Broth,' a unique private brand (PB) beverage product launched by GS25, literally commercializes Pyongyang Naengmyeon broth as a drink. It was planned for customers who want to enjoy the popular summer dish Pyongyang Naengmyeon at a reasonable price, and was developed based on the broths of the four major Pyongyang Naengmyeon restaurants in Seoul. To faithfully reproduce the taste of Pyongyang Naengmyeon, the product planner (MD) conducted blind tests with Pyongyang Naengmyeon enthusiasts and captured a popular Pyongyang Naengmyeon flavor.

From the beginning, this product attracted attention in online communities due to its unusual concept. Review content of this product posted on YouTube and social networking services (SNS) is also recording high view counts. As the product gained popularity, supply could not keep up with demand, and orders were suspended at GS25 stores nationwide just one week after its release. It is said that suspending product orders only one week after release is an unusual case.

The product packaging is a pouch type commonly seen in convenience stores. What stands out is that a photo of Pyongyang Naengmyeon, which looks refreshing just by looking at it, is placed right in the center of the pouch packaging. The large phrase "When you crave something refreshing, Pyongyang Naengmyeon Broth" and the humorous phrase "Everyone carries at least one cold noodle broth with them" catch the eye first.

GS25's unique private brand (PB) beverage product 'Yours Pyongyang Cold Noodle Broth'.
Photo by Lee Myunghwan

Looking at the ingredients and nutrition information printed on the back of the product, ingredients different from those of regular beverages stood out. Although the food type is a mixed beverage, 'Korean beef brisket broth' accounts for 97.2% of the ingredients. This is clearly different from regular beverages where water (purified water), fruit juice, or sweeteners make up most of the components.

First, I poured the broth into an ice cup, which is commonly used for convenience store pouch drinks. Normally, the ice cup would contain coffee or ade-type drinks, but this time it was filled with the cloudy Pyongyang Naengmyeon broth. With half excitement and half apprehension, I took the first sip. It was moderately bland but had a subtle umami flavor of meat broth. After a few more sips, it was unmistakably the taste of Pyongyang Naengmyeon broth itself. Of course, it was no match for famous Pyongyang Naengmyeon specialty restaurants in Seoul, but it felt like a fairly faithful reproduction of the broth's taste.

While enjoying the mild taste of the Pyongyang Naengmyeon broth and taking a few more sips, I felt something was missing. Drinking just the broth is nice, but cold noodles really need noodles. So, I decided to add cold noodle noodles and eat them together. After placing the product in a bowl and adding boiled cold noodle noodles, it looked exactly like naengmyeon. The taste was also decent considering the simple preparation method of just pouring the broth.

GS25's private brand (PB) beverage product 'Yours Pyongyang Cold Noodle Broth' is packaged together with noodles for cold noodles.
[Photo by Lee Myunghwan]

This product, which is both a cold noodle broth and a beverage, is a drink to enjoy lightly when you want to experience the taste of Pyongyang Naengmyeon. Since Pyongyang Naengmyeon is known as an excellent food for relieving hangovers, it is also good for soothing a sore stomach after heavy drinking the day before. The calorie content is only 10 kcal per 230 ml pouch, so it is not bad. However, since the sodium content per pouch reaches half (1080 mg) of the adult daily recommended intake, it is better to avoid excessive consumption.

This product, which experienced an initial 'sold-out frenzy,' became available for ordering again from the 4th and will be restocked at some GS25 stores from the 5th. Aedongil, product planner (MD) of GS Retail's beverage food team, explained, "Since the Pyongyang Naengmyeon broth beverage is produced based on Korean beef brisket broth, it takes a lot of time, and including the retort (heat and sterilization) process, it is difficult to quickly expand supply. We are making every effort with the manufacturer to ensure that customers can enjoy this product during the peak season from July to September."