E-MART24 said on the 1st it will run the "IT'S RAMYUN TIME!" campaign in September, when ramyun sales increase, featuring new collaborative products with popular eateries and discount offers.
E-MART24 has been sequentially launching four differentiated ramyun products since last month: "Ttang's Budae-jjigae Ramyun," "Daebakgak Fire-flavor Jjamppong Ramyun," "Daebakgak Chili Jjajang Ramyun," and "Gimjjimyeon." With this, E-MART24's lineup of differentiated ramyun products, including the existing Chura-myeon, Green Onion Yukgaejang-myeon, Spicy Cream Jjamppong Cup, and Double Ramyun Spicy Beef Flavor and Jjajang, will increase to a total of nine.
Ttang's Budae-jjigae Ramyun, released on the 21st of last month, is a cup ramyun version of the "Gadeuk-ham Budae-jjigae" from the budae-jjigae specialty brand "Ttang's Budae-jjigae." It uses beef bone broth with ham and sausage toppings.
At the end of last month, it also rolled out two collaborative products with the Ilsan, Gyeonggi Chinese restaurant "Daebakgak." The Chili Jjajang Ramyun adds Cheongyang chili peppers to the jjajang sauce, while the Fire-flavor Jjamppong Ramyun highlights a direct-fire aroma in a meat broth.
Gimjjimyeon, slated for release in mid-month, features whole kimchi in a retort pouch instead of typical dried kimchi flakes. The focus is on recreating the texture and taste of Kimchi-jjigae (Kimchi stew) in a cup ramyun.
E-MART24 will run a 2+1 promotion throughout September on the nine differentiated ramyun products. Customers using partner payment methods such as BC, Hana, Samsung Card, and Kakao Pay Money/points, Naver Pay Money/points, or Toss Pay Money/account can receive an additional 40% off the payment amount, capped at 2,000 won. Based on a 1,800-won ramyun, combining the 2+1 promotion with the 40% payment discount allows customers to buy three for 2,160 won, or 720 won each.
It will also run mobile app promotions. Through a check-in, it will offer an exchange coupon for Daebakgak Fire-flavor Jjamppong Ramyun and discount coupons for the four new products, and it prepared a voting event that gives an 800-won discount coupon when customers choose their preferred item between the two Daebakgak ramyuns.
E-MART24 plans to expand this campaign beyond a single-item ramyun promotion by linking it to other convenience store foods. This month, it will focus on new products and price benefits, and starting next month, it will roll out promotions bundling ready-to-eat and convenience meals that pair well with ramyun.
An E-MART24 official said, "From collaborations with popular eateries to products differentiated by whole ingredients, we will continue to expand ramyun that reflects customers' diverse tastes, and we will add benefits customers can truly feel to strengthen competitiveness in the ramyun category."