Invasion into US Market
Bokeum Neoguri of Nongshim began to invade the US market. Nongshim said on June 15 that the food company shipped about 30,000 boxes of Bokeum Neoguri Noodle (about 900,000 units) to the United States. The noodle product will be sold in the western part of the US as early as July.
Nongshim Bokeum Neoguri launched at the end of February this year, is a stir-fried instant noodle with distinctive thick noodles and spicy seafood sauce. Its popularity spread by word of mouth in overseas Korean-food markets, leading to its export to the American market only four months after its launch.
By exporting Bokeum Neoguri, Nongshim is poised to have fierce competition with various Japanese instant noodles with assorted mixtures enjoying popularity in the US market.
"In the US, the Neoguri brand has enjoyed immense popularity for more than 30 years since its first export to the US in 1986. This Korean-made steady seller is as friendly as Shin Ramen among US consumers.” a Nongshim official said. "We will accelerate Bokeum Neoguri’s invasion of the mainstream market in the United States by harnessing its brand power."
Nongshim is also considering local production of Bokeum Neoguri if its sales in the US market continue to swell. In addition, the company is planning to export the instant noodle to Australia, Japan, and Southeast Asia among others within this year with its export to the US as a beginning.