[Report] "Jjapagetti Rice on Saturdays"... How to Use Nongshim's Versatile Sauce

Nongshim's Versatile Sauce Expands Home Meal Possibilities
Jjapagetti Sauce Inspires Creative Recipes at Culinary Science Lab
Sauce Market Emerges as a Core Item in HMR Business

"My daughter asks me to make 'Jjapagetti Rice' for her every Saturday."

This is what a researcher recently said at the Nongshim Doyeongwan Culinary Science Lab, located on Yeouidaebang-ro in Dongjak-gu, Seoul. Even regular Nongshim employees have restricted access to this facility.

Nongshim has introduced its "versatile sauce" for those who want to enjoy the taste of Jjapagetti in a variety of ways while maintaining its flavor. By using the sauce, anyone can easily prepare a delicious meal with just a few ingredients. As demand for home-cooked meals has surged amid high inflation, the company has shifted its focus to the sauce market, which has become a core item in the home meal replacement (HMR) business.

On the 24th, 'Jjagaechibap' made using 'Jjapagetti万能sauce' at the Nongshim Doyeongwan Culinary Science Lab located on Yeouidaebang-ro, Dongjak-gu, Seoul. Photo by Han Yeju

At the media event held that day, participants made "Pork Jjajang Risotto" and "Jjagaechibap" (Jjapagetti + egg + cheese + rice) using the Jjapagetti versatile sauce. To make Jjagaechibap, a dark liquid sauce reminiscent of chunjang is mixed with rice, then topped with cheese and a fried egg. This dish is as simple to prepare as soy sauce egg rice, a favorite among students living alone.

The recommended recipe calls for 2.5 spoons of sauce per bowl of rice. However, in pursuit of a richer color, 4.5 spoons were used. Contrary to expectations that it would be too salty, even those who usually prefer bland food found the seasoning just right. Jang Jina, head of Nongshim's HMR development team, explained, "The sodium content of the sauce itself is not high, and unlike chunjang, it is a diluted product, so no matter how much you add, the salty taste does not become overpowering."

With the versatile sauce, it is easy to cook not only Jjapagetti Rice but also dishes like tteokbokki, jjimdak, and braised tofu. Nongshim continues to develop and share new recipes for using the sauce. By scanning the QR code on the back of the product, consumers can access Nongshim's "Noodle Poodle" website, where recipes using the versatile sauce are provided for easy following. There are as many as 28 recipes using the Jjapagetti versatile sauce alone, including Jjapa Quesadilla, Jjagaechi Burger, Jjapagetti Chop Steak, Stir-fried Anchovies with Chili Peppers, and Jjapagetti Yaki Udon.

Jang added, "Many people end up throwing away sauces they buy for home, and some are hesitant to try new ones. We're trying to show that you can do much more than just traditional dishes with these sauces."

Nongshim's versatile sauces include three types: Baehongdong versatile sauce, Jjapagetti versatile sauce, and Meoktae Cheongyang Mayo versatile sauce. Photo by Yeju Han

In addition to the Jjapagetti versatile sauce, Nongshim also offers "Baehongdong versatile sauce" and "Meoktae Cheongyang Mayo versatile sauce." The cumulative sales of these three products have reached about 3 million units, and the company aims to increase consumer accessibility through a diverse range of products.

Recently, Nongshim collaborated with CU, a convenience store chain operated by BGF Retail, to launch ready-to-eat meals using the Meoktae Cheongyang Mayo versatile sauce. After its launch in 2023, the "Meoktaekkang Cheongyang Mayo Flavor" sauce became a hit as a snack for adults, leading to the release of four types of products: chicken, gimbap, triangle gimbap, and hamburger, allowing consumers to enjoy the sauce without hesitation.

The company also plans to expand its sauce lineup in the future. The sauce market is known for strong consumer loyalty, with continued consumption likely once a brand earns trust.

The global sauce market is also experiencing rapid growth. According to Euromonitor, the global sauce market grew from $45 billion in 2019 to $59.7 billion in 2023, and is projected to surpass $70 billion (97.8 trillion won) by 2028. The domestic market also expanded from 1.37 trillion won in 2019 to 3 trillion won last year.

A Nongshim representative emphasized, "Rather than targeting specific consumer groups, we are making products for the general public. We are also considering launching new sauces that go beyond our existing brands and can offer something completely new."