The opening ceremony of 20th Nongshim Shin Ramyun Cup World Baduk Championship [Photo provided by Nongshim Co.]
Nongshim Co., South Korea’s largest manufacturer of instant noodles and snacks, is expected to celebrate its 20th year in China with its iconic spicy instant noodle name Shin Ramyun in milestone sales in the country.
Nongshim said on Tuesday that China sales jumped 17 percent to $130 million in the first six months of this year from a year ago. The company expected China sales to reach record $280 million this year, 40 times more than $7 million sales raised in the first year of operations in 1998.
Nongshim’s cumulated sales in China have already surpassed the $2 billion mark, becoming the company’s first overseas entity to reach the milestone.
Nongshim said that robust sales in China is attributed to the company’s two-track strategy that strives to provide local consumers the spicy noodle taste of Korea while at the same time adhere to local culture and trend for advertising and marketing.
When entering China, Nongshim kept its recipe for Shin Ramyun and Neoguri instant noodle products intact as well as the packaging, branding, and cooking instructions.
An unnamed official from Nongshim said that the Chinese consumers seek Shin Ramyun because of the spicy taste that is unique to Korea that cannot be found in China. Shin Ramyun in red packaging with Chinese character Shin, which means spicy, has become one of the local favorites, the official said.
Nongshim has also been putting out efforts to promote local marketing. The company launched Nongshim Shin Ramyun Cup World Baduk Championship or Go game in 1999.
By Lee Yoon-jae and Lee Eun-joo
[ⓒ Pulse by Maeil Business News Korea & mk.co.kr, All rights reserved]