Nongshim said on the 30th that it has tapped chef Hou Deok-juk as the new brand model for Chapagetti and will unveil a special co-developed recipe, "Lacho Chapagetti."

Nongshim announces on the 30th that it selects chef Hou Deok-juk as the new brand model for Chapagetti and unveils the jointly developed special recipe Racho Chapagetti. /Courtesy of Nongshim

Nongshim explained that it chose the chef as a model, judging that Hou's 58 years of Chinese cuisine experience, culinary philosophy, and positive energy would create synergy with the brand image of the nation's jjajang ramen, Chapagetti.

Along with selecting the model, Nongshim teamed up with Hou to co-develop the "Lacho Chapagetti" recipe. "Lacho (辣炒)" means spicy stir-fry, and the recipe enhances savory depth by stir-frying Chapagetti in a spicy lacho sauce. Details are available on Nongshim's official Instagram.

To make it easy for consumers to experience the Lacho Chapagetti recipe in daily life, Nongshim plans to distribute Chapagetti packages with the recipe information reflected starting in Apr..

On the 31st, Hou will personally appear on YouTuber "Calm Man"'s show to demonstrate the Lacho Chapagetti cooking process.

A Nongshim official said, "We will continue the reputation of the nation's jjajang ramen through diverse recipes and marketing activities using Chapagetti."

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