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The Strongman in the World Ramen Market, Nongshim

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Made Inroads
to Markets of 80 Countries with
the Brand “辛”… Export Target for This Year Is
USD$570 Million

Korean spicy foods - gochujang (red pepper paste, the representative Korean hot sauce), kimchi, topokki (stir-fried rice cake), and so on - are increasingly getting a good response from overseas consumers. And there is a Korean exporter that actively promotes “deliciously spicy” instant noodles in the global market. It’s the representative Korean instant noodle producer Nongshim. The company briskly exports its products to many countries under its global brand “신 (辛),” which is a sino-Korean word meaning “spicy.”

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Shin Ramyun Are on Display in Big Supermarkets in 80 Countries
The flagship products of Nongshim are: Shin Ramyun, Shin Ramyun Black, Neoguri, and Chapagetti. Among them, Shin Ramyun is the leader of the “辛 (Shin)” brand. The product is already a steady-seller in many places around the world - China, Japan, the Americas, the Middle East, Africa, and so on. What’s more, Shin Ramyun is sold at the Jungfrau observation deck (over 4,000 meters above sea level) in the Swiss Alps. The product is on display in large supermarkets and convenience stores overseas: Walmart (in the US), Safeway (in Canada), ASDA (in the UK), Paris Store (in France), 7-Eleven (in Japan), and Coles (in Australia). Because it is distributed in over 80 countries, Shin Ramyun is included in countries’ indexes. So there is a “Shin Noodle index,” just like the McDonald’s “Big Mac index”. 

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The Birth of Premium Ramen, Shin Ramyun Black
Shin Ramyun Black is the premium version of Shin Ramyun. Thanks to the soup made with cow bones, it has a rich taste. It also contains more mushrooms and vegetables than any other instant noodle product. That’s why it can be a satiating meal by itself. Shin Ramyun Black is sold at a relatively higher price - USD$1.99 in the US, 10 yuan in China, 160 yen in Japan - and has been receiving recognition as a “black label,” high-end instant noodle product since it was first exported to overseas markets in September 2011. Recently, Nongshim started using the K-Pop star Psy (the singer-songwriter of the world-wide hit Gangnam Style) as an advertising character for Shin Ramyun Black, and the sales overseas are rapidly increasing.  

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Nongshim’s Longevity-Brands: Neoguri and Chapagetti
Most Nongshim products become long-term passions of consumers at home and abroad. Neoguri and Chapagetti enjoy particular longevity. Launched in 1982, Neoguri has been receiving a favorable response overseas because foreigners like the chewy texture and spicy seafood taste of the noodles. Chapagetti is an instant black-bean-sauce noodles developed to let anyone enjoy jajangmyeon (black-bean-sauce noodles) conveniently at home. The product debuted in 1984 and even today it remains one of the most beloved types of ramen among instant noodle lovers.

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Expansion of Global Sales Business This Year…Implementing Aggressive Marketing Strategies: Direct Dealings with Walmart and Becoming an Official Sponsor of a UK Professional Football Team
This year, Nongshim is actively carrying forward its global sales business to become a world-famous food exporter. The export goal for 2013 has been set at USD$570 million, which is 25 percent higher than the export performance last year. Firstly, Nongshim is implementing aggressive marketing of the “辛 (Shin)” brand in China, the world’s largest ramen consumer market. The company is actively extending the market from megacities such as Beijing and Shanghai to small and medium-sized cities. In the Americas, Nongshim started to broadcast the “Shin Ramyun Black” TV commercial (with Psy) last November and this year the company expects a continuation of the upward trend in sales. What’s more, Nongshim was the first company in the Korean food industry to deal with Walmart directly. Through this contract, Shin Ramyun has been being sold in 3,600 Walmart stores from last January. To advance further into the European market, Nongshim has signed a contract with the region’s major distributors: Morrison (the UK), Migros (Switzerland), and Grab and Fly (the Netherlands). Moreover, this year, Nongshim has become an official sponsor of the UK professional football team AFC Wimbledon, so the “辛 (Shin)” logo and the brand will soon become very familiar to Britons. The Korean noodle exporter also plans to build up its global brand by strengthening its sales through sales promotions in Southeast Asian countries (including Myanmar and Cambodia), Russia, Central and South America, and countries of the Middle East.

Inquiries   Nongshim Co., Ltd.    
Tel   +82-2-820-7564    
E-mail   ssong@nongshim.com    
Website   www.nongshim.com      

             

Plus Information

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Good Response to Nongshim’s Snacks Among Foreigners
Delicious snacks produced by Nongshim are receiving favorable evaluations from overseas consumers. “Shrimp Cracker” is the flagship among the company’s snacks. When the product first came out in 1997 it instantly became a hit among Korean people for the aromatic, salty taste, which is achieved by using four big shrimps to make each bag of Shrimp Cracker. The premium potato snack “Sumi Potato Chip” uses high quality Korean potatoes. And it is low in salt and has no trans-fat, so it’s suitable as a snack for children.

Park Sung Eun  parkse@agrinet.co.kr

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