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 ($8.7m) within one month of its launch, and KRW94bn ($83.1m) within eight months.
- Nongshims 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.
- Jjawangs 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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