Korean ramen war now 'broth-less'

Brothless ramen, unlike stew-like traditional ramen dipped under broth, is cookable with various recipes in pan-frying or other method.

By Ko Dong-hwan

Bibimmyun, top, and Buldak Bokkeum Myun

Korea is currently witnessing a fierce ramen war that “boils without broth,” as the new breed of brothless ramen’s popularity is sweeping food marts across the nation.

Paldo’s Bibimmyun, the oldest brothless ramen in Korea, sold 47 billion won last year alone, the highest sales record in the brand’s history. About 10 million Bibimmyun were sold from November 2013 until February 2014, a 100 percent increase from the same period four years ago.

Celebrating the 30th anniversary of Bibimmyun’s market debut, Paldo is promoting its best-seller by introducing a variety of palatable recipes.

Paldo’s other brothless ramen, Bulnak Bokkeum Myun, struck a convenience mart when it debuted to the small-size marts. With its success within the moderate trial boundary, the brand is now going to large-scale food marts where the consumer pool is much bigger.

Samyang Food’s Buldak Bokkeum Myun recorded conspicuously high sales. While its sales by May of last year were stagnant at 1 billion won, the figure jumped to 1.8 billion by the next month. In the fourth quarter alone, it sold over 6 billion won.

Observers say the maker, currently ranked third among ramen makers, will ascend to the second place soon.

Nongshim, the nation’s top ramen maker, stepped into the brothless ramen war by introducing a brand new Chal Bibim Myun on Feb. 27.

Targeting consumers in their 20s, the brand twisted the traditional bibimmyun taste by adding hot pepper powder and sesame seed oil and thickening the noodle to highlight chewing sensation.

The ongoing ramen war has been sparked by consumers, known as “modisumers,” who happened to come up with their own ramen by cooking together two different ones.

One example is “Jjapaguri” which was created by a celebrity television announcer Kim Seong-ju. Kim, during his appearance in MBC’s “Dad, Where Are We Going?” made it in his desperate attempt to satisfy children’s appetite.

An industry observer said unlike the previous “white broth ramen” trend which was only short-lived, the brothless ramen frenzy is expected to continue for long, putting rivaling ramen manufacturers on a lookout.