Success Case Study: Jjawang Instant Noodles-Successfully elevating a staple food group to premium status
Nongshim launched a premium instant noodle product, Jjawang, to tap into the South Korean market by targeting time-pressed consumers looking to have a quick, restaurant-style meal.
In South Korea, Nongshim has launched a premium instant noodle variety (Jjawang) that impressed consumers who were moving away from regular staple ramen options. The product recorded sales of KRW10bn (USD8.7m) within one month of its launch, and KRW94bn (USD83.1m) within eight months.
- Nongshim's Jjawang was able to position itself as a luxurious and premium option among conventional instant noodle varieties.
- Standard ramen options, part of the staple diet in South Korea, is gradually being replaced by high quality instant noodle options which are comparable to restaurant-style dishes.
- Jjawang noodles, being quick to prepare, aligns with the specific needs of time-pressed consumers.
- Jjawang's traditional black bean sauce flavor contributed to the success of the product.
- Nongshim successfully targeted consumers with television and online advertisements.
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