Case Studies

"400 Billion Won in Sales Is Just the Trailer! Baehongdong Bets on Makguksu to Push Beyond Bibim Noodles"

Q: Which company is trying to differentiate its products in the summer noodle market?

Nongshim is differentiating its summer noodle products through the Baehongdong lineup. The company is emphasizing noodle type, texture, and regional identity with ingredients such as buckwheat, medium-thick noodles, and starch noodles, while expanding from bibim noodles into makguksu, jjoljjolmyeon, and kalbibim-myeon.

Q: How far has makguksu commercialization progressed?

Nongshim moved into makguksu commercialization with the launch of Nongshim Baehongdong Makguksu last month. The product uses domestically produced buckwheat noodles and a sauce made with perilla oil and mustard to capture makguksu's signature flavor.

Nongshim

SUNHEE NAMKUNG

Posted : 2026.04.15 11:30

The summer noodle market, long centered on bibim noodles, is showing the limits of that format. It is now expanding into makguksu, wheat noodles, medium-thick noodles, and cold noodles. Noodle makers are moving beyond a simple spicy-flavor race and instead differentiating products through noodle type, texture, and regional identity, using ingredients such as buckwheat, medium-thick noodles, and starch noodles.

Baehongdong Bibimmyeon has posted steady growth over the past five years. Nongshim's brand generated 23 billion won in 2021, 25 billion won in 2022, 33 billion won in 2023, and 34 billion won in 2024. In 2025, sales reached 40 billion won, up 17.6% from a year earlier.

Nongshim expanded the product lineup with a new makguksu launch. Last month, it introduced Nongshim Baehongdong Makguksu, the fourth product in the Baehongdong series. The noodle uses domestically produced buckwheat, while the sauce combines perilla oil and mustard to recreate the dish's distinctive flavor. Earlier launches of Nongshim Baehongdong Jjoljjolmyeon and Nongshim Baehongdong Kalbibim-myeon reflected the company's strategy of turning bibim noodles into a broader brand platform.

A Nongshim official said Baehongdong has grown into a leading brand by differentiating the quality of its bibim sauce, the key element of bibim noodles. The company added that it plans to introduce new products that reflect consumer trends and create fresh value in the market.

■ Challenges: The market's limited room for expansion due to reliance on a single bibim-noodle product line, and weak differentiation under a simple spicy-flavor competition structure ■ Strategy: Expand the Baehongdong brand platform into a multi-product noodle lineup, including makguksu, jjoljjolmyeon, and kalbibim-myeon, while applying differentiated ingredients such as domestically produced buckwheat, perilla oil, and mustard ■ Results: Sales rose 17.6% year on year, from 34 billion won in 2024 to 40 billion won in 2025

Q1. How much sales did Nongshim's Baehongdong brand achieve in 2025?

Nongshim's Baehongdong brand recorded sales of 40 billion won in 2025, up 17.6% from the previous year. Starting at 23 billion won in 2021, it has maintained steady growth for five consecutive years.

Q2. Which company is trying to differentiate its products in the summer noodle market?

Nongshim is differentiating its products through Baehongdong Bibimmyeon by emphasizing noodle type, texture, and regional identity with ingredients such as buckwheat, medium-thick noodles, and starch noodles. It is also expanding the lineup from bibim noodles into makguksu, jjoljjolmyeon, and kalbibim-myeon.

Q3. How far has makguksu commercialization progressed?

Nongshim moved into makguksu commercialization last month with the launch of Nongshim Baehongdong Makguksu. The product uses domestically produced buckwheat noodles and a sauce made with perilla oil and mustard to capture makguksu's signature flavor.

This content was prepared by MaeKyung Biz Content Planning Team based on official announcements and press releases.