Samyang Foods said on the 6th that it will run the "Samyang1963 100th-day party" campaign at COEX in Samseong-dong, Seoul, for two days starting on the 7th to mark 100 days since the launch of its premium ramen "Samyang1963."
"Samyang1963" is a product that modernly reinterprets Samyang Foods' authenticity by putting the birth year of Samyang Ramen, Korea's first ramen, in its name. Reintroduced as tallow ramen for the first time in 36 years, it drew market attention by recording cumulative sales of 7 million units just one month after its launch in Nov. last year.
Samyang Foods will hold the "Samyang1963 100th-day party" at the COEX Millennium Plaza for two days on the 7th and 8th to repay customers for their support. Samyang Foods said the campaign was planned to sensibly deliver its 60-year heritage to younger customers, following last year's pop-up store in Seongsu-dong.
The site will offer a spectacle to visitors by setting up an actual 100th-day celebration table under the 100th-day party concept. Customers who write a congratulatory message for the 100th day since launch will receive a special commemorative towel and the product itself as a return gift, and, through a drawing, an additional box of "Samyang1963."
A Samyang Foods official said, "Consumer response to 'Samyang1963' is going beyond a momentary interest to steady repeat purchases, proving its competitiveness as a premium ramen," and added, "We hope you will directly experience the brand's youthful sensibility that communicates across generations through this 100th-day party campaign, which wittily unpacks Samyang Foods' symbolic legacy."