'Intensely Spicy' CJ CheilJedang Sup Kimchi... Initial Stock Sold Out, Production Tripled

Sales of Spicy Silbi Kimchi Targeting the MZ Generation
Driven by Organic Online Virality

CJ CheilJedang announced on April 29 that sales of its Silbi Kimchi product, "Sup Kimchi," have tripled in the third week since its launch compared to the first week.

Sup Kimchi is a spicy Silbi Kimchi introduced by CJ CheilJedang on April 1, targeting the MZ generation. By blending spicy Vietnamese chili powder with domestic Cheongyang chili powder, it delivers an intense spiciness that is 32 times hotter than regular Bibigo Kimchi, based on the Scoville scale.

Image of CJ CheilJedang's wet kimchi product. CJ CheilJedang

The product has shown strong performance, with the initial stock selling out on the launch day at Baemin B Mart, where it was pre-launched on April 1. At CJ CheilJedang's official online mall, CJ The Market, all prepared stock was sold out in the morning on the first day of sales, April 3.

During the second and third weeks after launch, daily sales volume jumped to about three times that of the first week. In response to this higher-than-expected demand, CJ CheilJedang quickly increased production volume by nearly three times to meet orders.

CJ CheilJedang attributes the popularity of Sup Kimchi to organic online virality. The package design, which captures the sound "sup" representing spiciness in bold Korean graphics, became a hot topic among the MZ generation and contributed to increased sales.

A CJ CheilJedang representative stated, "From the product planning stage, our strategy was thoroughly tailored to the digital environment and the MZ generation, from design to distribution channels, and it proved successful. We will continue to focus on product planning and marketing that align with the evolving online market environment and our core target audience."