With early heat and rising dining-out prices overlapping, competition in the summer noodle market among food companies is heating up. In addition to naengmyeon, bibim-myeon, and makguksu, which have sold well every summer, the market is becoming more segmented with the addition of alternative noodles such as soy milk noodles, bean noodles, tofu noodles, and konjac noodles.
According to the food industry on the 5th, major food companies are releasing one after another new products for the summer peak season, including refrigerated and frozen naengmyeon, bibim-myeon, makguksu, milmyeon, and low-calorie alternative noodles.
Paldo Co., a longtime powerhouse in bibim-myeon, introduced Paldo Bibimmen The Blue in March. It features a thicker medium-thickness noodle than the original Paldo Bibimmen to enhance texture. The ramen industry is expanding its front to makguksu and milmyeon. Nongshim launched Baehongdong Makguksu in March. It is a product that adds Baehongdong's signature spicy-sour bibim sauce, perilla oil, and mustard to dried noodles made with domestic buckwheat. The strategy is to leverage the brand recognition of the existing Baehongdong Bibimmen while targeting the summer noodle market as a separate category of makguksu.
OTOKI is sustaining momentum with Jin Milmyeon, a convenient take on Busan-style milmyeon. Officially launched on Mar. 16, Jin Milmyeon surpassed cumulative sales of 5 million units in 54 days. It blends wheat flour with sweet potato and potato starch for a chewy texture and uses broth made by simmering beef leg bones and brisket.
Rising dining-out costs are behind the expanding summer noodle market. According to the Korea Consumer Agency (KCA) price information portal "Chatrice," the average price of one serving of naengmyeon in Seoul in Apr. was 12,615 won. That is up 4.13% from 12,115 won a year earlier. The average price of naengmyeon in Seoul first surpassed 10,000 won in Apr. 2022 and has continued to rise. Prices at major Pyeongyang naengmyeon specialty restaurants in Seoul have climbed into the 15,000–18,000 won range.
◇ "Low-calorie, low-sugar, high-protein" alternative noodles join the peak-season competition
A notable change in this year's summer noodle market is the rise of alternative noodles. In the past, konjac or tofu noodles were closer to diet foods, but recently the lineup has expanded to soy milk noodles and bean noodles, increasing products that can serve as a meal, like naengmyeon, bibim-guksu, kong-guksu, and salad noodles.
Pulmuone launched the shelf-stable low-calorie Slim Fit Bean Noodles through its plant-forward brand Pulmuone Jigu Sikdan. Slim Fit Bean Noodles are made with 100% domestic soybeans and contain 25 kcal per 150 g pack. The accompanying kits, Slim Fit Bean Noodles Chilled and Clean Dongchimi Naengmyeon and Slim Fit Bean Noodles Spicy-Sour Bibim-myeon, are designed at about 100 kcal and 80 kcal per serving, respectively. Pulmuone is strengthening its alternative noodle lineup by expanding from soy milk noodles and tofu noodles to bean noodles.
Daesang Cheongjeongwon is pushing Kongdambaekmyeon, a soy milk–based alternative noodle. Kongdambaekmyeon, launched in 2021, is a soy milk–based alternative noodle with about 30 kcal per 150 g noodle serving. It targets diet-management demand by emphasizing zero sugar and gluten-free attributes. Recently, for the summer season, it released two products: Young Radish Bibim-guksu and Young Radish Mul-naengmyeon. Both products pair Kongdambaekmyeon noodles with either bibim sauce or dongchimi broth and add Jongga young radish kimchi.
The competition points in the summer noodle market are also changing. In the past, the key was being able to have a meal more cheaply than dining out; recently, restaurant-level taste and noodle texture, regional character, and nutrition design are required at the same time. Consumers want to avoid the burden of a bowl of naengmyeon while expecting a level of completion closer to a dining-out menu rather than a simple substitute.
Accordingly, food companies are also segmenting noodle types and cooking methods. Refrigerated noodle makers emphasize fresh-noodle textures as if just boiled, while frozen noodle makers highlight restaurant-style products complete with noodles, broth, and toppings. The ramen industry is differentiating textures with buckwheat noodles, medium-thickness noodles, dried noodles, and milmyeon, moving beyond competition centered on bibim-myeon sauces. Alternative noodle makers are targeting diet-management demand by putting forward low-calorie, low-sugar, gluten-free, high dietary fiber, and high-protein attributes.
A food industry official said, "As the burden of dining-out prices grows, demand is increasing to enjoy summer noodles easily at home," adding, "This year, competition among companies will become fiercer as choices expand beyond naengmyeon and bibim-myeon to include makguksu, milmyeon, and alternative noodles."