"Jjapageti Chef" pop-up site in Seongsu-dong

 

 

 

 

 

 

 

 

 

"Jjapageti Chef" pop-up site in Seongsu-dong

 

 

 

 

 

 

 

 

Jjapageti, which has sold 9.1 billion units over 40 years since its launch in 1984

A Korean soul food, now enjoyed by people worldwide

New product 'Jjapageti The Black' unveiled at the pop-up store

 

 

 

 

 

 

 

 

 

A snack bar with large Jjapageti bags drawn prominently appeared on the trendy cafe street of Seongsu-dong.

 

As I opened the door and stepped inside, olive-green-uniformed staff members reminiscent of olives moved busily.

 

From the kitchen, the savory scent of Jjapageti wafted out, stimulating my nose.

 

My mouth watered involuntarily.

 

 

 

 

 

성수동에 문을 연 짜파게티 40주년 팝업스토어 (사진=한전진 기자)

 

 

 

 

 

 

Nongshim is opening a pop-up store (temporary store) in Seongsu-dong to celebrate the 40th anniversary of Jjapageti and is intensifying its expansion efforts for Jjajang Ramyeon.

 

Jjapageti, the leader in domestic Jjajang Ramyeon market share, has surpassed accumulated sales of 39 trillion won since its launch in March 1984.

 

The cumulative sales volume reaches 9.1 billion units.

 

If you line up the sold Jjapageti bags, you can circle the Earth 43 times.

 

Nongshim is not satisfied here and now plans to expand beyond the domestic market to overseas markets.

 

On this day, Nongshim also unveiled its new product 'Jjapageti The Black'.

 

 

 

Currently, Jjapageti holds 80% of the domestic Jjajang Ramyeon market share.

 

This is largely due to its targeting of the 'Modishumer' market, consumers who consume existing products in their own way.

 

Various recipes are still emerging among consumers.

 

The 'Jjapaguri' featured in the movie "Parasite" is a prime example.

 

In fact, Jjapageti has the most hashtags(#) among ramyeon products on social media.

 

It is also a ramyeon filled with memories for people of all ages, just as much as its 40-year history.

 

Reflecting on this, Nongshim opened this pop-up store.

 

 

 

 

 

 

 

농심 짜파게티 분식점 팝업스토어 내부 이미지 (사진=농심)

 

 

 

 

 

 

짜파게티 히스토리존의 1982년 당시의 연구 개발일지 (사진=한전진 기자)

 

 

 

 

 

 

The pop-up store is divided into the Cook Zone on the first floor and the Play Zone on the second floor.

 

Upon entering the Cook Zone, there are unmanned kiosk ordering machines.

 

Here, you can order representative Modishumer products such as Jjapaguri, Mara Jjapageti, and Jjapageti with Kimchi-Cheese toppings.

 

Not only Jjapageti products but also Shin Ramyun and Neoguri products are available to taste.

 

Self-cooking devices allow you to cook the noodles according to your style, choose the level of spiciness, and select toppings.

 

 

 

 

 

 

The Play Zone is where the fun happens.

 

You can experience various activities such as a large Jjapageti photo zone, a history zone where you can explore past materials about Jjapageti with the concept of the year of Jjapageti's release in 1984, and even view the research and development journal of Jjapageti written by Choi Soo-bok, a Nongshim researcher, in 1982.

 

There are also game contents where you can win Nongshim products as prizes.

 

Utilizing the famous advertising copy of Jjapageti, "On Sundays, I am the Jjapageti Chef," there are games like the "Sunday Calendar Game" and the "Jjapageti Chef Certification" game.

 

 

 

 

 

(사진=한전진 기자)

 

 

 

 

Nongshim plans to cultivate Jjapageti as a global brand, similar to Shin Ramyun.

 

They continue to promote K-ramyeon, including Jjapageti, to international students, foreign tourists, and others.

 

The opening of the pop-up store in Seongsu-dong is part of this initiative.

 

They have also created characters that can overcome language barriers, such as 'Jjas' and 'Olli,' which represent the Jjapageti sauce and olive oil, respectively.

 

Shim Gyu-cheol, the head of Nongshim's noodle marketing department, stated, "We considered familiarity through images rather than textual aspects."

 

He further mentioned, "Although Jjapageti's international sales are still modest, we plan to gradually promote the product."

 

 

 

짜파게티 더블랙의 더 커진 콩고기 건더기 (사진=한전진 기자)

 

 

 

 

 

On this day, Nongshim also unveiled its new product, 'Jjapageti The Black'.

 

Reflecting the recent trend of joyfully managing health, it's a product that aligns with the 'healthy pleasure' trend.

 

Instead of using regular noodles, it uses dried noodles, reducing the calorie content by about 20% compared to the existing product.

 

Additionally, the product contains 37% of the recommended calcium intake.

 

However, in the soup base, they have added a new beef flavor and increased the amount of roasted onion powder.

 

 

According to Nongshim, this enhances the taste and flavor depth compared to the previous product.

 

It is set to be officially released on the 29th at a price of 1,600 won, which is 400 won more expensive than the regular Jjapageti.

 

Executive Shim stated, "If Jjapageti has been a soul food for Koreans for a long time, now we want it to become a ramyeon that people all around the world can enjoy."

 

He explained that this pop-up store is a fusion of K-restaurants, representing snack bars, and K-Jjajangmyeon, represented by Jjapageti.

 

He further added, "Jjapageti The Black is a product that enhances taste while considering nutrition compared to the existing product," and revealed plans to expand Jjapageti's presence not only in the domestic market but also in the international market.

 

 

 

 

 

 

 

 

#JjapagetiChef #JjapagetiPopUp #Jjapageti40thAnniversary #JjapagetiTheBlack #KoreanSoulFood #Nongshim #KoreanRamen #SeongsuDong #JjapagetiHistory #KoreanCuisine #NoodleMarket #Jjapaguri #ShinRamyun #Neoguri  #Ramyeon #JjapagetiFlavor #KoreanFoodCulture #FoodieLife

 

 

 

 

 

 

 

 

 

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Sources : https://www.edaily.co.kr/news/read?newsId=02778166638855464&mediaCodeNo=257&OutLnkChk=Y

“오늘은 내가 짜파게티 요리사” 성수동 팝업현장 가보니[르포]