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Diachrony
sector.”
YouTube
Withtheenhancementoftheindustrialbase,theK-Ramen
industry sought qualitative improvement. Facing the 2000s,
ⓒShugi’s
thestandardoflivingofKoreanpeopleprogressed,andthis
calledinthe“eraofwell-being”peoplegottolookforhigh-
endproductsandhealthyfood.
Inordertorespondtotheneeds,K-Ramencompaniestried
some differentiation strategies; such as diversification of
ingredients. For instance, “Nongshim” launched “Mupama”
in 2001, which featured rich-flavored broth with various
mixes such as radish, green onion, and galic, and “Chaesik-
▲AfamousYouTubereats“FireNoodles.”
juieSun,”vegetarianramenin2004.Also,somericenoodles
were reproduced, which were launched in the 1990s but
undeveloped country, now it is leading the global culture
did not go well. These attempts contributed to K-ramen’s
withtheK-culturewave(han-ryu)orBTS.”
improvementofqualityandexpansionofcategories.
“Ottogi”’s “Jin Ramen” is contending with “Nongshim”’s
Director Lee added, “During the global financial crisis
best seller, “Shin Ramyun.” “Samyang” made an amazing
from 2007 to 2008, “Nongshim” took a leap for more
comebackwith“FireNoodles,”whichisworld-famousfood,
differentiation with existing ramens. “Nongshim” founded
and at the same time, a global iconic content item among
NoksanFactoryinBusan,andthisbecameamajorstepforit
YouTubers. Furthermore, not only are the existing steady
togrowasaglobalwell-beingfoodcompany.”
sellersdoingwell,butalsonewpremiumitemssuchas“Shin
RamyunBlack”or“CarbonaraFireNoodles”arethrivingin
theglobalmarket.K-Ramenhasnowbecomeaniconicitem
Korea as developed country, leads global
thatrepresentsKorea.
culturewithK-Ramen
Professor Yoo analyzed that this is an extension of the
Although the modern history of Korea started with
consumer’s trend from the early 2000s. “Ramen used to
the North-South division, wreckage of the war, and
be a pronoun for ‘quick food’ under the aim: economic
extreme poverty, now in 2020, South Korea has achieved
development,tofillpeople’sstomachs.However,nowthatthe
unprecedented development around the world. Korea joined
economyhasbeenstabilized,itmighthavefacedalimitwith
the Development Assistance Committee of the OECD.
the same paradigm. The social interest also changed from
Kim Jae-soo, the former minister of MAFRA said, “Korea
quantitytoquality,pricetohealthandfunctionality.”
becameadonorfromdonee.”ItissaidthatKoreaisthefirst
“Jjapagetti + Nuguri” (Jjapaguri) that got popular
precedent around the world that an aid-recipient country
through the movie, Parasite, and the challenge videos for
becameamajoraiddonor.
“Fire Noodles” among foreign YouTubers, Streamers of
Professor Lee said, “South Korea achieved $30,000 per
Internet websites such as Twitch. Due to the contemporary
capitaGNIasseventhamongthecountrieswhosepopulation
characteristicthattranscendsthebarrierofspaceandsuper-
surpasses50million.Thismeanswithquantitativestandards,
connectivity based on the Internet service, K-Ramen’s
Korea is an obvious developed country. However, there are
popularityisexpectedtoproceedonandon.Everyindustry
stillproblemstosolvesuchasvarioussocialconflictsandthe
faces opportunities and challenges. Nevertheless, the
low happiness index. Nevertheless, Korea went into orbit in
COVID-19pandemicsituationcanratherbeachanceforthe
terms of cultural factors. Although it used to be a culturally
ramenindustry,”ProfessorYoosaid.
K-Ramen is equipping software such as specific needs or diverse contents with its existing simplicity, and if
localizationstrategyisaddedonthis,itmaybeabletosecureabiggermarket.
DirectorLeesaid,“Ramen’sdemandisgrowingasthenumberofone-personhouseholdsarerising.Infact,K-Ramen’s
sales are increasing every year, and this can lead to the K-Culture stream of food, ‘Food Hallyu.’ There are endless
possibilities that K-Ramen is opening the future of Korean flavor, as a ‘K-Food missionary’.” The Argus hopes that
K-ramenkeepsthrivingintheglobalmarketasasymbolofKorea.
17
OCTOBER 2020

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