Nongshim’s ramyeon brand Shinramyeon Black’s return to the market following a 14-month hiatus is showing signs of resurgence. The revamped brand surpassed the 3 million-packs-sold mark in across the nation and chalked up 3 billion won in sales two weeks after its return to the market. 

The brand is poised to top 6 billion won in monthly sales soon, industry analysts said. It is rare to see a brand, which was once removed from the market, make a brilliant return and surge to the top ranks in a short period of time.  

The initial resurge is owed to the Korean food producing leader’s strategy of tailoring their products to customers’ high demands, they said.  

Nongshim gets feedback on what customers want. In particular, the company has reflected the good reception customers gave to Shinramyeon Black Cup, a cup-sized ramyeon product, during the Expo 2012 Yeosu, as well as the usual voices of its main clientele.  

Compared to the previous version, the newly revamped version has less sodium down to 1,790mg from 1,930mg°™ as well as more taste and flavor from boiled beef leg bones, a source of quality protein.  

Shinramyeon Black’s return to the domestic market is influenced by the brand’s popularity in foreign countries, which has apparently stirred up Koreans’ nostalgia for the brand and the brand’s scarcity. 

Shinramyeon Black disappeared from the Korean market in September 2011 and was shipped abroad instead. The brand has so far surpassed the 26 million mark in the number of packs sold abroad. 

Customers have consistently demanded the brand’s comeback to the market, particularly for exporting.

Lee Dae-jin, managing director of Nongshim, said there’s a rise in once-best brands’ comebacks as a response to customers’ rising demands. Nongshim’s releasing of not only Shinramyeon Black, but also vegetarian brand “Soon” is living up to customers’ demands, he said. 

BETTER LIFE 

Nongshim is a food company that produces instant noodles and snacks. The company has led the Korean food industry since its establishment on Sept. 18, 1965. Nongshim has spared no efforts to become a global food company and to help create a better life by providing end-to-end services for the improvement of customers’ health and lifestyles. The company has substantially contributed to the development of the Korean food industry through its research institute that has continuously made investments in R&D since its inception. Now, about 200 high-caliber researchers holding doctorates or masters degrees work with the research institute. 

The company’s hit products include Shinramyeon, Ansungtangmyeon, Neoguri, Chapagett, Bowl Noodle (very spicy), Big Bowl Noodle (shrimp-flavored), Shin Cup Noodle, and Saeng Saeng Bowl Udong. Snacks such as shrimp crackers, onion rings, sweet potato snack, honey twist snack, potato chips, and others have also been a great success. 

Nongshim produces instant noodles, snacks, instant rice products, and fruit juices at its six domestic plants. The company has not only topped the Korean market, but has also expanded into about 80 markets overseas by proactively responding to the increasingly changing external environment. Making the most of its own competitiveness in R&D, sales capacity, and sound infrastructure over competitors, Nongshim has devoted itself to enhancing customers’ health.