Summer Bibimmyun Marketing Battle Begins... Ottogi Appoints Choi Hwajung as New Model for Jin Bibimmyun

Competition Heats Up in the 180 Billion Won Summer Bibim-myeon Market
Ottogi Chooses Choi Hwajeong, Paldo Picks Byeon Wooseok,
Nongshim's Model Still Undecided

The marketing war among food companies to dominate the 180 billion won summer bibim-myeon market has begun. Companies are actively moving to surpass the stronghold of Paldo Bibim-myeon, which has been leading the bibim-myeon market.

Ottogi announced on the 7th that it has selected broadcaster Choi Hwajeong as the new model for Jin Bibim-myeon. In the new TV commercial, broadcaster Choi Hwajeong plays dual roles to present a solution to the "dilemma of one pack being insufficient and two packs being too much" of bibim-myeon, conveying the appeal of Jin Bibim-myeon with 20% more generous portions.

Launched in 2020, Jin Bibim-myeon features Ottogi apple vinegar, which contains decades of fermentation know-how, and the clean, refreshing taste of tamarind, combined with the spicy flavor expertise of Jin Ramen to create a delicious and rich sauce taste. In addition to Jin Bibim-myeon, Ottogi offers a variety of summer noodle lineups such as 'Jin Jjolmyeon,' 'Kongguksu Ramen,' 'Memil Bibim-myeon,' and 'Ottogi Cold Memil Noodles.'

Nongshim is targeting the bibim-myeon market with its 'Bae Hong Dong' brand. Nongshim has appointed broadcaster Yoo Jae-suk as the advertising model for Bae Hong Dong for four consecutive years. There is keen interest in whether Nongshim will continue to work with Yoo Jae-suk this year. The model for Paldo Bibim-myeon is actor Byeon Woo-seok for the second year in a row. To diversify its lineup, Paldo has launched 'Paldo Bibim-myeon Zero Sugar.'

The reason food companies are focusing on the bibim-myeon competition is that the market grows every year. According to the Korea Agro-Fisheries & Food Trade Corporation, the bibim-myeon market size has grown from 75.7 billion won in 2015 to over 180 billion won last year. Especially this year, with the heat expected to arrive earlier, the competition among food companies for bibim-myeon sales is expected to become even fiercer.