Daiso’s Hottest Powdered Hits: From “Ramen Soup” to “Pocari Sweat Powder”

Food Industry Turns to Powdered Products
Paldo's Powdered Soup Sales Surge 156%
Popularity Rises Among Single-Person Households and Travelers
The Quiet Growth of the Powdered Product Market

Powdered products that deliver both flavor and function in a single sachet are gaining a stronger presence in the food and beverage market. Their advantages-easy storage, portability, and the ability to use only as much as needed-are driving consumption, especially among single-person households, travelers, and outdoor enthusiasts. Rather than replacing finished products, these powdered options are increasingly being consumed alongside them depending on the situation, quietly but steadily emerging as a solid growth engine.

According to Paldo on January 16, sales of the company’s powdered ramen soup products increased by 156% year-on-year as of 2025. The number of units sold also rose by 151.3% over the same period. Paldo currently offers two types of powdered ramen soup-Wang Ramen Soup and Teumsae Ramen Soup. As of November 2025, the combined cumulative sales of these two products surpassed 10 million units.

In particular, Wang Ramen Soup, launched in April 2024, recorded a 32% year-on-year increase in quantity sold and a 26.2% increase in sales as of 2025. The fact that it maintained double-digit growth even after the initial new product effect had faded indicates that repeat purchases are becoming established, rather than just one-time trials.

The sales channels have also expanded step by step. Wang Ramen Soup surpassed 1 million cumulative sales within three months of its launch, and after entering Daiso stores in July 2024, it firmly established itself in everyday consumer channels. Word-of-mouth as a “Daiso hot item” helped it exceed 2 million units in just six months, and in the second half of 2024, it was selected as Coupang’s “Best New Seasoning Product,” which further boosted online sales.

This trend is not limited to Paldo. Ottogi expanded its existing ramen brand into a compact powdered format by launching “TokTokTok Jin Ramen Stick” at the end of September last year. Over 100,000 units were sold within two months of its release, and the product has been introduced in select Daiso stores and at Incheon Airport duty-free shops, receiving positive responses from travelers and foreign tourists. The strategy of emphasizing portability and immediate usability has broadened consumption scenarios.

In the beverage sector, Donga Otsuka’s Pocari Sweat powdered product continues to see stable demand. From January to November last year, sales of this product grew by 21% compared to the same period the previous year. By mixing one sachet with one liter of water, consumers can achieve a taste similar to the finished product, making it a staple at military PX stores. Its convenience for replenishing fluids and electrolytes outdoors has led to consistent consumption, especially among workers in extreme heat or cold environments. Riding on Pocari Sweat’s popularity, Donga Otsuka also launched its milk tea brand, Dejaou, in powdered stick form in November last year.

Donga Otsuka Pocari Sweat Powdered Product. Donga Otsuka

The industry’s focus on powdered products is also due to their clear structural advantages in terms of investment and distribution. Compared to liquid or finished products, powdered products have smaller packaging volume and weight, resulting in greater logistics efficiency and lower risks of damage or expiration. They deliver the same flavor and function while reducing transportation and storage costs, making profitability management easier as distribution channels expand.

The profit margin structure is also stable. Powdered products are perceived as concentrated versions of a brand’s flavor and function, so consumers have fewer direct price comparisons. Unlike finished products, where unit price per volume is a key factor, the perceived value of powdered products varies depending on usage situation and frequency, leading to lower price resistance.

An industry source explained, “Powdered products carry a low risk of failure because they can leverage the brand power of existing hit products. Rather than increasing new investments, companies can enhance profitability by expanding their accumulated brand assets, which is highly attractive from a business perspective.”