Convenience store 7-Eleven said on the 25th that Iviga jjamppong ramen, a renewed (revamped) version of "Seven Select Iviga Jjamppong," sold 150,000 units within two weeks of its launch. It also rose to No. 1 in cup ramen sales, and the strategy appears to have worked by retaining the popularity of the original Iviga jjamppong while boosting both flavor completion and value for money.
Seven Select Iviga Jjamppong is a product that 7-Eleven released in collaboration with Korea's leading jjamppong specialty brand in 2024. With the specialty restaurant's secret sauce and large, plentiful toppings such as cabbage and wood ear mushrooms, it became a staple PB (private brand) noodle item representing 7-Eleven.
However, after some customers noted that "the broth and noodles feel like they don't go together," 7-Eleven began improving the product based on customer feedback. As a result, it decided to fully change the noodle type from the previous non-fried noodles to fried noodles.
7-Eleven worked with OTOKI to apply thick noodles that pair well with jjamppong fried noodles, and developed a version that can be cooked in a microwave so the broth soaks into the noodles. It also used an oil-based soup to deliver a fire-grilled flavor, further improving the completeness of the jjamppong.
To mark this renewal launch, 7-Eleven plans to run a 2+1 promotion (buy two, get one free) through the 31st. Shin Ji-eun, ramen MD (merchandiser) on 7-Eleven's processed foods team, said, "Iviga jjamppong was already a PB staple with proven taste and recognition. We focused on a 'partial improvement renewal' that reflected customer feedback," adding, "By changing the noodle type and enhancing value for money to elevate the completeness of jjamppong ramen by a notch, we will solidify its position as a flagship product for 7-Eleven."