OTOKI said on the 9th that "Jin Milmyeon," unveiled on the 16th of last month, surpassed 3 million units in cumulative sales in just 25 days after launch. Released to target the summer noodle market, Jin Milmyeon not only sold out in its early release on Coupang but has also seen demand grow quickly after offline sales began.
According to OTOKI, Jin Milmyeon is gaining popularity, especially across the Yeongnam region, including Busan, the home of milmyeon, as word of mouth spreads that it "captures the local taste well." In this regard, OTOKI cites as key drivers: ▲ noodles with a chewy yet bouncy texture achieved through a golden ratio of wheat flour and sweet potato and potato starch ▲ a secret broth soup with deep umami made by simmering beef leg bones and brisket ▲ a "bibim/mul 2-way cooking method" tailored to consumer preferences, offering a spicy sauce or a cold broth.
An OTOKI official said, "We will continue to expand brand experiences tailored to various TPOs (time, place, occasion), such as camping, late-night snacks, and everyday treats," adding, "We will keep strengthening the unique brand value of 'Jin Milmyeon.'"