Nongshim, a major Korean ramen maker, plans to prioritize promotion of its black bean-flavored ramen product “Chapaghetti'' in order to diversify its marketing efforts overseas.
Nongshim officials said at a press conference in eastern Seoul on Friday that the 40-year-old brand will be the company's next major brand targeting the global market, following Shin Ramyun, the company's best-selling instant noodle product. He said that he would focus on promoting his ciapagetti. .
Shim Gyu-chul, head of marketing at Nongshim, said, “Until now, our company has focused on overseas marketing strategies centered on Shin Ramyun, but our next move will be on Chapagetti.''
Chapagetti became known worldwide after appearing in the 2019 Oscar-winning film Parasite, where it was used to make chapaguri (referred to as “lamdon” in the movie's English subtitles), which is a blend of chapagetti and neogris. The company's spicy ramen products.
After the release of the film, the export value of Ciapaghetti more than doubled to $1.5 million as of February 2020, from $680,000 the previous year.
Although chapagetti is currently exported to more than 70 countries, it is still far behind Shin Ramyun, which had global sales of about 700 billion won ($507 million) last year.
In order to strategically appeal to local tastes in overseas markets, Nongshim officials said they are currently considering adjusting the taste of Chapagetti products for export.
“We are still considering various options, but personally, I think it would be more effective to tailor our sales strategy to each country's cultural characteristics,” Sim said.
Chapagetti, whose name is a combination of “spaghetti” and “jjajangmyeon,” noodles with black bean sauce, is one of the best-selling ramen products in Nongshim's lineup, second only to Shin Ramyun.
Since its launch in 1984, Ciapaghetti has sold more than 9.1 billion units as of 2023. He has an 80 percent share in the black bean-flavored ramen product market.
To celebrate the 40th anniversary of Chapagetti, Nongshim will be holding a pop-up store specializing in Chapagetti until May 11th. Visitors can sample ciapagetti or try cooking it themselves. In addition, various events and promotions will also be held at the pop-up store.
