On the morning of the 7th, at Samyang Foods' new headquarters in Seoul Myeong-dong, a media tasting event was held for 'Jjarreureu,' the company's second lard (beef tallow) series product, which marked its 100th day on the market. The aroma of jajang, infused with the full flavor of lard, began to waft gently through the eighth-floor staff cafeteria before long. After the question-and-answer session concluded, we were able to taste a bite of Jjarreureu prepared directly by Samyang Foods' researchers. The unique savory aroma of lard filled our mouths, and the product offered more substantial chunks than typical jajang ramen, adding chewing satisfaction and meaty flavor.
Jjarreureu is a premium lard-based jajang ramen launched by Samyang Foods in July. The tasting event was held on the eve of the product's 100th day on the market to introduce its planning and development process. According to Samyang Foods, Jjarreureu has recorded cumulative sales of 10 million units as of the 5th. The company explained that it rose to second place in the domestic jajang ramen market share within two months of launch, based on Nielsen data. This year's sales target for Jjarreureu is over 10 billion won.
Samyang Foods found an opportunity for a new product by addressing consumers' dissatisfaction with existing jajang ramen. Consumer feedback collected by the company included comments that the taste had become bland compared to before, as well as reactions that it was too sweet and salty. Opinions also emerged expressing disappointment in the umami flavor and noodle texture, and noting a lack of solid ingredients. "We thought that if we could achieve clear differentiation and strong product quality, we might be able to throw a stone into the calm jajang ramen market," said Cha Hye-young, head of the Product Division at Samyang Foods.
To capture the taste of renowned restaurant jajang in a cup noodle, the development team visited over 100 famous jajang restaurants across the country. They analyzed the distinct stir-fry aromas, sauce concentrations, noodle thickness, and chewiness at each establishment. Based on this, they completed the liquid sauce after more than 450 formulation experiments over a period of one and a half years. The team focused on adding the flavors of vegetables and beef to high-temperature stir-fried chunjang (black bean paste) while preserving an aroma reminiscent of freshly stir-fried food. The noodles were also made thick and dense through more than 300 formulation experiments, designed to absorb the rich sauce without easily becoming mushy.
To preserve the flavor of lard, the team chose a method where the water used to boil the noodles is not discarded but mixed with the liquid sauce and simmered down. "The water from boiling the noodles contains flavors extracted from the noodles," said Lee Byung-hoon, head of the Research Institute at Samyang Foods. "This cooking method is also part of the product design."
Samyang Foods plans to expand its lard ramen product line, ranging from 'Samyang 1963' to 'Jjarreureu,' and broaden overseas sales channels. Samyang 1963 has begun sales at H Mart in the United States and Seven-Eleven in Japan. The company's strategy is to enter exportable markets first, considering country-specific import regulations regarding lard and animal-derived ingredients, and then increase the number of sales countries through product development. "We are continuously expanding our product line utilizing lard, going beyond one-off new product launches," said Kim Hee-jung, team leader at Samyang Foods' Product Division. "We plan to expand both domestically and overseas by leveraging Samyang Foods' core assets."
Meanwhile, Samyang Foods Chairman Kim Jung-soo made a surprise visit to the media tasting event on the 7th. When asked about his impressions after tasting Jjarreureu, Kim (Chairman) said, "We put a lot of effort into recreating the true taste of jajang noodles in ramen, so we wanted to launch it quickly and spread the word." He added, "The feeling as it went down my throat was 'jjarreureu' (a smooth, flowing sensation)."
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