Samyang Foods said on the 8th that cumulative sales of the new ‘Samyang 1963’ topped 7 million units one month after launch. That figure exceeds 80% of the average monthly sales of the existing Samyang Ramen (Original).

Samyang1963 is a premium ramen priced about 1.5 times higher than the existing Samyang Ramen, a product that modernly reinterprets the oil-frying process using the animal fat beef tallow. 1963 is the year Samyang Foods released Samyang Ramen, the first ramen in Korea.

In launching Samyang 1963, Samyang Foods used a blend of beef tallow and the vegetable oil palm oil to fry the noodles. With beef-bone broth, it heightened the tallow flavor drawn from the noodles for deeper taste, and radish, green onion, and Cheongyang chili peppers were used to create a clean finish and a spicy broth, the company explained.

Samyang Foods expects Samyang 1963 to change the landscape of the domestic premium soup-ramen market. Having focused on Buldak-bokkeum-myeon, Samyang Foods is seeking to expand its share in the premium soup-ramen segment.

Industry watchers assess that Samyang1963 has succeeded in capturing consumer interest. If you add up Samyang Foods content about Samyang1963 and related videos made by creators, the total view count is close to 80 million.

The ‘Samyang1963’ pop-up store that Samyang Foods operated around Seongsu-dong in Seoul from the 28th of last month to the 4th also proved popular. Advance reservations closed in five minutes, and more than 10,000 people visited during the one-week event.

A Samyang Foods official said, “Having confirmed both the product strength of beef-tallow ramen and consumer preference, we will continue to roll out a variety of online and offline marketing content next year across diverse customer touchpoints to expand ‘Samyang1963’’s market share.”