총 44페이지

Diachrony
Thisperiod,SamyangFoodaccountedforabout80percent
GoldenageofKoreaneconomyandK-Ramen
of the market share alone. Soon, multiple food companies
market
enteredtheK-Ramenmarket.Yet,thesecompaniesfailedto
During Park Jung-hee’s presidency, Korean people
takeupSamyang’sturf.
experienced unprecedented rates of high growth, called the
Lotte Food, however, was different. Director Lee from
“miracle of the Han River.” Accordingly, the lifestyle of
Nongshim analyzed, “At this time, Lotte successfully
Koreansinthelate1970sbecamenoticeablystable.
penetrated the market by arousing the emotions of Koreans
Professor Lee Chul-hwan from College of Business and
missing rural areas and hometown due to the high-speed
Economics at Dankook University said: “The governmental
economic growth. Lotte launched “Nongshim Ramen” in
economicdevelopmentplanningfrom1962,andthemilitary
1975 with the famous advertisement “You first, brother,
regime’s ‘economy centered’ policy led to extraordinary
No,youfirst”,andafteritsbighit,itjoinedtheranksofthe
economicgrowth,whichwashigherthan10percent-growth
strong, changing its name into “Nongshim (farmer’s heart)”
every year from the late 60s to the 70s. In synergy with the
in1978.
spiritofKoreanstoliveabetterlife,S.Koreacouldachieve
Director Lee explained, “In the late 1980s, with the
themiracleoftheHanRiver.”
golden age of the Korean economy, so too came the golden
“Even so, with the assassination of President Park and the
age of the K-ramen market.” He said the ramen market
following President Chun Doo-hwan’s military regime’s
became huge as the press at the time analyzed “the market
confusion,thesecondoilshockoccurredinthelate70s.Due
is already saturated.” As such, to secure competitiveness,
to these events, Korea recorded minus economic growth
ramen companies came to seek growth through quality and
(-1.7%)forthefirsttimesincetherapidgrowth,”headded.
diversity.
However, he explained, “Although the military regimes’
Nongshim started the cup noodles business that Samyang
reputation is still very controversial, it is true that they were
had failed in 1972, and came up with “Sabalmyun,” which
‘strong leaderships’ that drove Korea's amazing economic
means“bowlnoodles”in1981.Italsolaunched“Nuguri”and
growth. While Park walked the utmost one-sided way
“Yukgaejang bowl noodles”; which later became especially
for economic development, Chun did the best to stabilize
popular among foreign watchers of Seoul Olympic in 1982,
prices and to minimize the side effects from Park’s rapidly
“Ansungtangmyun” in 1983, “Jjapagetti” in 1984, and in
growing era. In addition to such economic efforts, Three
1986,“ShinRamyun,”thebestselleramongallK-ramensup
Lows: low interest rate, low oil price, low dollar, and huge
tothepresent,2020wasreleasedtothemarket.
nationaleventssuchastheSeoulOlympicin1988occurred.
BesidesNongshim’sproducts,theramenswhicharegreatly
Combined with the domestic economy’s stabilization, these
beloved to this day were launched in the 1980s: “Paldo
calledintheeconomicboomagain.”
Bibim myun,” “Doshirak” from “Paldo” (former KOREA
Astheeconomygrewandthefoodsituationgotremarkably
YAKULT),and“JinRamen”from“Ottogi.”Withthislineup,
better, ramen noodles became apparently inexpensive food.
diversifiedK-ramensawaitedthechoicesofwell-offKorean
“In the 1980s, Samyang Ramen was a popular food among
consumers.
commonpeoplebecauseofitscheapprice.Intheearly80s,
InthestatisticsofMarch1985,NongshimbecametheNo.1
Samyang Ramen was 90 to 100 won each, when ordinary
player in the ramen industry, beating Samyang with a 40.4
mealswere500to700won,”ProfessorYoosaid.
percent market share. Samyang Food, the former market
leader, fell down to second place with a 39.6 percent share,
while“Paldo”tookup13.5percentoftheindustry.However,
Korea
withthelaunchof“ShinRamyun”thebest-sellingK-Ramen
of
ever, and its steady seller lineup including “Sarigomtang”
ⓒBank
released in 1988, Nongshim succeeded in taking up a 50.6
percentmarketsharein1988.
▲This graph shows the rapid economic growth of S.Korea during the
MiracleoftheHanRiverperiod.
15
OCTOBER 2020

현재 포커스의 아래내용들은 동일한 컨텐츠를 가지고 페이지넘김 효과및 시각적 효과를 제공하는 페이지이므로 스크린리더 사용자는 여기까지만 낭독하시고 위의 페이지이동 링크를 사용하여 다음페이지로 이동하시기 바랍니다.