The Acquitted Ramyeon Returns
A ramyeon recipe wrongly branded “inedible” for 36 years returns as the ultimate taste of truth.
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AI Translation Summary
Samyang revived a recipe buried since the false 1989 “Industrial Tallow Incident,” recasting its stigmatized past as authentic heritage. Former factory workers vouched for the original flavor, and the product sold 7 million units in 30 days.
Cultural Context
The 1989 “Industrial Tallow Incident” was a Korean food scare in which Samyang was falsely accused of using industrial-grade beef tallow; the company was cleared years later. Ramyeon is Korean instant noodles, “Gen MZ” is Korea’s combined Millennial and Gen Z cohort, and Seongsu-dong is a trendy Seoul neighborhood.
Entry Information
Summary
In the highly competitive Korean ramyeon market, Samyang Foods resurrected a recipe buried for 36 years due to the false 1989 "Industrial Tallow Incident." To sell "Samyang 1963," we positioned its controversial past as "Authentic Heritage." We invited former employees to validate its original, rich flavor. This strategy turned a stigmatized recipe into the ultimate "Taste of Truth." The campaign perfectly blended nostalgia for seniors with novelty for Gen MZ, resulting in explosive food sales: 7 million units sold in 30 days, a 10-hour online sellout, and a new cup-noodle line extension.
Strategy
How do you market a food product whose core ingredient (tallow) was falsely branded as inedible? You prove its quality through the ultimate taste-testers. We bypassed food influencers for our premiere, instead tracking down the 1,000 former employees who produced the original 1980s recipe. Their genuine, tearful reactions to tasting the revived "Samyang 1963" served as the ultimate proof of flavor and safety. This strategy shifted the product's perception from a "banned food" to a "lost culinary masterpiece," driving intense consumer craving across all demographics.
Execution
Phase 1: Validating the Flavor. The "Retiree Reunion Film" showcased the authentic, emotional first tasting, establishing the product's premium, historical taste profile. Phase 2: Driving Appetite Appeal. We targeted distinct palates. AI-restored TVCs triggered taste memories in older generations. Simultaneously, we partnered with gourmet expert Jeong Seung-je and 50 food influencers to showcase the rich tallow broth to Gen MZ, making it a culinary trend. Phase 3: The Tasting Experience. We brought the flavor to the streets with a Seongsu-dong pop-up. Serving the hot broth in tumblers during winter provided a unique, comforting tasting experience that generated massive word-of-mouth.
Results
"Samyang 1963" disrupted the FMCG food sector. The craving generated by our authenticity strategy led to a 10-hour online sellout and massive offline "open runs" at grocery stores, culminating in 7 million units sold in just 30 days. It dominated food-related digital conversations, ranking #2 in YouTube Korea’s “2025 Keywords of the Year (Snacks)” with 100M+ views. By successfully clearing the 36-year stigma around its recipe, the product built a massive fandom, prompting the rapid development of a cup ramyeon extension.