In a food industry climate where collaborations using popular character IP (intellectual property) dominate, some corporations are finding success by emphasizing "roots." Rather than differentiating packaging and putting IP on new menu items, marketing that highlights each company's product competitiveness to build consumer trust and emphasize familiarity is working.
According to related industries on the 11th, Samyang Foods released "Samyang1963" in Oct., a modern reinterpretation of the beef tallow frying method using animal fat, known as uji (beef fat). Shifting away from a marketing focus that had centered on Buldak spicy ramyeon for a time, the company is seeing success by presenting Samyang Ramen, Samyang's former flagship brand, as a back-to-basics product using the old manufacturing method. The "Samyang1963 pop-up store (temporary shop)" that Samyang Foods operated in the Seongsu-dong area of Seoul from last month to early this month surpassed 10,000 visitors in a week. A Samyang Foods official said, "We planned the event to focus on the essence of ramen—noodles and broth—and the inherent flavor of beef tallow, and it was well received."
Dongsuh Foods last year collaborated with various popular characters such as Kakao Friends and Universal Studios to connect with Millennials and Gen Z consumers, who do not typically buy stick coffee. This year, however, to promote instant coffee to Millennials and Gen Z, it launched its own goods emphasizing the Maxim brand and ran a pop-up store. Recently, under the concept "If happiness had a color," it unveiled a "Color of Maxim" special package. It expressed Maxim's signature products—Mocha Gold, White Gold, and Supreme Gold—in their respective signature colors and bundled them with practical goods for everyday use, such as towels, slippers, chair covers, and cups.
Last month, it introduced the "MCTI ceramic cup" with the lifestyle platform 29CM. The ceramic cup mimics the paper cup associated with instant coffee. A Dongsuh Foods official said, "Without collaborating with characters, we focused on Maxim's unique value that evokes happy moments when drinking Maxim coffee mix."
CJ CheilJedang teamed up with CU, a convenience store operated by BGF Retail, to launch seven ready-to-eat items on the 3rd. The collaboration centered on "Bibigo" products, CJ CheilJedang's flagship items, such as king dumplings and boiled dumplings.
Some are turning to developing their own characters instead of collaborating with popular character IP. The coffee franchise HOLLYS unveiled its brand mascot "Holly Bear" in Sept. and is carrying out character marketing. Samyang Foods has launched its own character IP business centered on "Hochi," the character of Buldak spicy ramyeon.
A food industry official said, "There are more cases of success by increasing stability through marketing that emphasizes corporations' flagship products," and noted, "The newtro (new retro) trend also influenced the marketing flow that highlights original products." Lee Jong-woo, a professor in the business administration department at Ajou University, said, "Collaborating with famous IP is a good way to give products differentiation," adding, "Corporations that have steady sellers can also achieve results through marketing that leverages the products themselves."