Nongshim’s Zha Wang surges in ramyeon ranking
Nongshim’s premium instant “jj a j a n g myeon” ( no o d l e s in black bean sauce) product Zha Wang ha s ch a n g e d Korea’ s ramyeon industry by altering consumers’ perception of the noodles.
According to Nielsen Korea market research data released Wednesday, Zha Wang was the second-highest selling instant noodles in Seoul and Gyeonggi Province in the first 10 months of this year. In Busan, it was the third-most popular ramyeon.
Nongshim’s flagship product, Shin Ramyeon, was the most popular instant noodles in all regions, according to the 2015 ramyeon map drawn by Korea’s largest maker of instant noodles.
Since its launch on April 20, Zha Wang has been receiving acclaim thanks to its thick noodles and rich jjajang sauce, with sales increasing across the board — from mega retail outlets to convenience stores and supermarkets.
Nongshim said it focused on the traditional taste of jjajangmyeon rather than creating a new taste for the product. It received five stars in an evaluation by the company’s top management before the launch.
The product has changed consumers’ notion of what ramyeon should be, according to Nongshim. People used to think it was all spicy, red-broth instant noodles. But Zha Wang and other instant noodles Nongshim has introduced in recent years have broadened the categories.
“Zha Wang sales reached 70 billion won from April through October,” a Nongshim spokesman said. “We have no doubt that its sales will exceed 100 billion won this year. Its growth is unprecedented and it will continue to be the second-most popular instant noodle in the country next year, after Shin Ramen.”
Zha Wang has been more popular among young people in large cities, he said, supporting Nielsen’s findings that sales have been strong in Seoul and Gyeonggi Province.
“It has been well received particularly by young consumers who are more eager to try new types of instant noodles,” the spokesman said. “With its growing popularity, consumers across all age brackets will appreciate Zha Wang in the coming months.”
Nongshim introduced Shin Ramyeon in October 1986, which helped the company solidify its No. 1 position over Samyang and other instant noodle makers. The product is shipped to over 100 countries.