Daejeon's "Kkumdori Ramyeon" Sells 200,000 Units in First Week of Launch

Nation's First Character-Branded Ramyeon
Unique 'Only in Daejeon' Marketing Strategy Drives Success

Kkumdori Ramyeon, released on the 9th, recorded cumulative sales of 200,000 units as of the 15th. / Daejeon City

Daejeon City announced that Kkumdori Ramyeon, released on the 9th, recorded cumulative sales of 200,000 units as of the 15th.

According to the city on the 16th, a total of 198,144 units of Kkumdori Ramyeon were sold within just one week of its launch.

Kkumdori Ramyeon is the nation's first character-branded ramyeon, planned by Daejeon City as a strategic product with the goals of enhancing the city brand value, attracting more tourists, and generating economic ripple effects. It is available in two flavors: beef and seafood jjamppong.

The rapid popularity of Kkumdori Ramyeon is largely attributed to the revival of 'Kkumdori,' the mascot of the 1993 Daejeon Expo. At the end of 2023, Kkumdori was reborn as part of a new universe called the 'Kkumssi Family,' which consists of ten members including Kkumdori, Kkumsuni, their children, and a pet dog, establishing itself as a core asset of the Daejeon city brand.

In particular, the differentiated marketing strategy of 'only available in Daejeon' has played a significant role in its success. Much like Sung Sim Dang bread, Kkumdori Ramyeon is now recognized as a tourism product that can only be purchased by visiting Daejeon, making it common to see tourists taking photos with the packaging as a souvenir.

The 'Kkumdori Ramyeon goods,' such as keyrings, pot holders, and aluminum pots, which were launched alongside the ramyeon, are also gaining popularity, leading to an increase in visitors to the Kkumdori Ramyeon store and the Kkumdori goods pop-up exhibition in Sojaedong.

Lee Jangwoo, the mayor of Daejeon, stated, "Daejeon is now being recognized as a premium brand city with various descriptors such as the science capital, the city of bread, and the city of waiting. Kkumdori Ramyeon will become a representative product of Daejeon that every tourist will want to purchase at least once when visiting the city."

Meanwhile, Kkumdori Ramyeon can be purchased at approximately 600 locations, including Daejeon Station Kkumdori and Daejeon Travel, Kkumdori House, Travel Lounge, Shinsegae Department Store Daejeon Promotion Hall, GS25, and Nonghyup Hanaro Mart. It is also offered as a return gift for the Daejeon Hometown Love Donation Program.