Myeonsarang Targets Summer Market with Frozen Noodles

On June 18, 100% buckwheat cold noodles were prepared for tasting at Myeonsarang's Media Day in Insadong, Jongno-gu, Seoul. [Photo by Kim Hyun-a]

Myeonsarang, a noodle and sauce specialist, is gearing up for the summer season by promoting its frozen noodles. The company aims to expand its presence in the premium noodle market by combining rapid freezing technology with 33 years of noodle-making expertise.

On June 18, Myeonsarang held a Media Day in Insadong, Jongno-gu, Seoul, unveiling its summer noodle lineup and key noodle-making technologies under the theme "Summer Noodle World." The event featured a heritage zone showcasing the company's growth, a summer noodle exhibition zone, and a dining zone where attendees could observe the cooking process. The summer noodle exhibition zone introduced five product categories: frozen noodles, cold chewy noodles, buckwheat noodles, dried noodles, and noodle health products.

Myeonsarang presented "premium frozen noodles" as a key category for this season. The frozen noodles are characterized by being rapidly frozen right after cooking, allowing consumers to enjoy the taste and texture of freshly prepared noodles. Unlike refrigerated noodles, these products do not contain preservatives or acidity regulators for long-term storage. For instance, the flagship product, "Sanuki Udon," is made solely from flour, starch, salt, and water.

Kang Geun-seok, head of Myeonsarang's research institute, stated, "Frozen noodles are products that are rapidly frozen at their most delicious state. They are a core item, with 150 million units sold annually in the B2B market."

Additionally, Myeonsarang showcased a buckwheat noodle lineup with varying buckwheat content from 7% to 100%. The buckwheat broth is made using real katsuobushi and 100% brewed soy sauce. The cold chewy noodles utilize a cooling maturation process to achieve a chewy texture, while the dongchimi broth is made from seven ingredients, including domestic vegetables and pear. The company also introduced a low-sugar and low-sodium sauce line, reducing sodium by 25% and sugar by 90%.

In the dried noodle category, Myeonsarang launched a new half-dried buckwheat soba. This product combines the chewiness of dried noodles with the softness of fresh noodles, and the company plans to expand this product line in the future.

Kim Mi-ra, head of communications at Myeonsarang, introduces the company's summer noodle competitiveness and noodle-making technology at the Media Day held in Insadong, Jongno-gu, Seoul, on June 18. [Photo by Kim Hyun-a]

Myeonsarang emphasized its integrated production system, which manufactures noodles, sauces, and toppings at a single facility in Jincheon, Chungbuk, as a competitive advantage. The company currently operates about 400 B2B products and 307 B2C products, establishing a system that allows for the organic development of noodles, sauces, and toppings.

Kim Mi-ra, head of communications at Myeonsarang, noted, "Many companies often receive sauces or toppings through OEM methods and combine them. Myeonsarang develops all elements in-house, ensuring that consumers can achieve high-quality flavors even when cooking at home."

The event also featured a tasting program with 100% buckwheat cold noodles, Pyongyang-style cold noodles, raw fish cold noodles, Hamheung cold noodles, cold udon, cold buckwheat soba, kongguksu, and banquet noodles. A new TV advertisement titled "The Climax of Noodle Strands" was also unveiled.

Founded in 1993 with OEM dried noodle production, Myeonsarang has built its foundation in the B2B market through school meals and food materials. Since entering the B2C market in earnest in 2021, the company has expanded its frozen home meal replacement (HMR) and meal kit product lines. Last year, it surpassed 200 billion won in annual revenue, with a target of 270 billion won this year and 300 billion won next year.

Kim added, "Our goal is to change the perception of frozen noodles from a preconceived notion to a choice for taste and quality. We plan to broaden consumer engagement and continuously strengthen our competitiveness in the summer noodle market."

* This article has been translated by AI.