[Today’s New Product] Fourth “Baehongdong” Series... Nongshim Launches “Makguksu”

Savory Perilla Oil Meets Signature Baehongdong Sauce
Rising Consumer Interest in Makguksu

Nongshim announced on the 24th that it will launch the fourth new product of its mixed-noodle brand “Baehongdong,” called “Baehongdong Makguksu,” on March 2.

“Baehongdong Makguksu” features dried noodles made with domestically produced buckwheat, combined with Baehongdong’s signature spicy and tangy mixed sauce and perilla oil. The sauce is made by grinding and aging pear, red chili pepper, and dongchimi, with mustard added, and separate garnish packets contain seaweed and whole domestic buckwheat flakes.

Provided by Nongshim.

Nongshim has recently taken note of growing consumer interest in makguksu. As regional restaurants that highlight the combination of buckwheat noodles and perilla oil have gone viral on social media, related search volume has also increased. According to big data analytics company NewN AI, online mentions of the keyword “makguksu” rose more than 20%, from about 480,000 cases in 2022 to about 580,000 last year.

“Baehongdong” is a brand that has grown to become the No. 2 player in the mixed-noodle market, starting with the launch of “Baehongdong Bibim Noodles” in 2021. It has since expanded its product lineup with “Baehongdong Jjoljjol Noodles” in 2023 and “Baehongdong Knife-cut Bibim Noodles” last year.

A Nongshim official said, “Baehongdong has differentiated the quality of the mixed sauce, which is the core of mixed noodles, and has grown into a powerful brand that, upon launch, recorded steep sales growth and is now competing for the lead,” adding, “This year as well, we plan to add new value to the mixed-noodle market with new products that reflect consumer trends.”