Korean Food Giants Ride a Wave of Nostalgia: Retro Products Fly Off Shelves
Seoul, South Korea – A fascinating trend is taking hold in South Korea’s food industry: a full-scale revival of retro products. From instant ramen to childhood candies, companies are tapping into a powerful desire for the familiar, sparking a surge in sales and capturing the attention of both long-time fans and a new generation. This isn’t just about food; it’s about selling memories, and it’s happening now.
Samyang’s 1963 Comeback & the Return of Tallow
Samyang Foods recently launched ‘Samyang 1963,’ a reimagining of its original ramen recipe from – you guessed it – 1963. What makes this relaunch particularly noteworthy is the return of tallow (beef fat) after a 36-year absence, stemming from the “cow fat crisis” of 1989. This isn’t simply a recipe tweak; it’s a deliberate attempt to recreate the authentic flavor profile that defined a generation’s ramen experience. The move signals a broader industry shift towards prioritizing original ingredients and production methods.
Samyang 1963 ramen aims to recapture the original flavor of Korea’s first ramen. (Image Placeholder)
Nongshim’s 60th Anniversary & the Power of “Brother First”
Nongshim, another Korean food powerhouse, celebrated its 60th anniversary this year by bringing back its iconic ‘Nongshim Ramyun.’ The company didn’t just dust off the old packaging; they refined the recipe to appeal to modern palates while staying true to the original taste. Nongshim Ramyun, launched in 1975, was famously advertised with the slogan “Brother first, younger brother first,” reflecting the strong family values prevalent in Korean society at the time. The brand’s enduring appeal even contributed to the company’s name change in 1978.
Nongshim Ramyun, a staple of Korean cuisine, has been relaunched to celebrate the company’s 60th anniversary. (Image Placeholder)
Beyond Ramen: Snacks & Sweets Join the Retro Revolution
The retro revival isn’t limited to ramen. Nongshim is also experiencing phenomenal success with ‘Bee29,’ a curry-flavored snack considered the “original” in its category. Demand was so high after its February relaunch that the first three months’ worth of production sold out in just one month! Lotte Well Foods is capitalizing on the trend with a freeze-dried version of ‘Sarangbang Candy,’ evoking memories of grandmothers’ homes, and a re-release of ‘Cheetos Returns Chester Kung’ – a sweet and sour strawberry-flavored snack from the mid-1990s. Even Orion has brought back the beloved chewing candy ‘Beatles’ as ‘All New Beatles.’
Nongshim’s Bee29 and Lotte’s Sarangbang Candy are examples of snacks experiencing a retro resurgence. (Image Placeholders)
The ‘Fundamentalism’ Trend: A Desire for Authenticity
Experts are attributing this wave of retro revivals to a growing trend called “fundamentalism” – a consumer preference for intrinsic value and authenticity in a rapidly changing world. As highlighted in ‘Trend Korea,’ a yearly forecast of consumer behavior, people are seeking stability and satisfaction by reconnecting with products they perceive as original and trustworthy. This isn’t simply nostalgia; it’s a conscious choice to prioritize quality and heritage over fleeting trends. It’s a reaction to the constant influx of new products and a yearning for something real and lasting.
According to an industry insider, these retro products offer a unique appeal: they provide a nostalgic experience for those who remember them and a sense of discovery for younger generations. This dual attraction allows companies to effectively target a broad demographic, maximizing their reach and impact. The strategy isn’t just about selling a product; it’s about selling a feeling, a connection to the past, and a promise of quality.
The success of these relaunches demonstrates a powerful shift in consumer mindset. As we navigate an increasingly complex world, the comfort of the familiar – and the promise of authentic quality – is proving to be a remarkably potent force in the marketplace. Expect to see more brands digging into their archives and offering consumers a taste of the good old days, proving that sometimes, the best way forward is to look back.
