A prominent South Korean convenience store chain, E-mart24, is launching a comprehensive campaign titled ‘IT’S RAMYUN TIME!’ to coincide with the traditional peak season for ramen sales in September. The initiative features a significant expansion of its differentiated ramen product line, now totaling nine distinct items, including new offerings developed in collaboration with popular local eateries and special discount promotions.
Expanding the Differentiated Ramen Selection
E-mart24 has been strategically introducing unique ramen varieties since last month. Among these are four recently launched products: ‘Tangsuyuk Budae Jjigae Ramen,’ ‘Daebakgak Buljjamppong Ramen,’ ‘Daebakgak Gochujang Jjajang Ramen,’ and ‘Kimchi Jjigae Ramen.’ These additions bring the total number of differentiated ramen products available at E-mart24 to nine, encompassing existing popular items like ‘Chura Ramen,’ ‘Tteokbokki Jangjjangmyeon,’ ‘Maeun Cream Jjamppong Cup,’ and ‘Double Ramen’ in spicy beef and jajang flavors.
Featured New Ramen Varieties
- Tangsuyuk Budae Jjigae Ramen: This product recreates the distinct flavor of ‘Budae Jjigae’ (spicy sausage stew) by collaborating with ‘Tangsuyuk Budae Jjigae,’ a brand specializing in the dish. It incorporates ham and sausage toppings and uses beef bone broth for a richer taste.
- Daebakgak Collaboration Ramen: In late August, E-mart24 partnered with ‘Daebakgak,’ a popular restaurant in Ilsan, Gyeonggi Province, to release two new ramen types. The ‘Gochujang Jjajang Ramen’ offers a twist on traditional Jjajangmyeon (black bean noodles) by adding chili peppers to the savory sauce. The ‘Buljjamppong Ramen’ aims to capture the fiery, spicy seafood noodle soup flavor profile using a rich meat broth and a direct-fire cooking technique for enhanced aroma.
- Kimchi Jjigae Ramen: Scheduled for release this month, this ramen distinguishes itself by using a pouch-type, liquid kimchi base instead of the conventional dried kimchi flakes. This approach is designed to closely replicate the texture and taste of authentic Kimchi Jjigae (kimchi stew) in a convenient cup noodle format.
Promotional Offers and Discounts
To drive sales during September, E-mart24 is offering a ‘Buy 2, Get 1 Free’ promotion on all nine differentiated ramen products. Furthermore, customers can enjoy an additional 40% discount on their purchase, capped at 2,000 won, when using co-branded payment methods. These include BC Card, Hana Card, Samsung Card, and various digital payment services like Kakao Pay, Naver Pay, and Toss Pay. For example, a customer purchasing three 1,800 won ramens under the ‘Buy 2, Get 1 Free’ offer and applying the 40% payment discount would pay only 2,160 won, effectively bringing the cost per ramen down to 720 won.
Mobile App Promotions and Future Plans
In addition to in-store promotions, E-mart24 is leveraging its mobile app to engage customers. A ‘Check-in’ event offers exchange coupons for Daebakgak Buljjamppong Ramen and discount coupons for the four new products. Another voting event allows customers to choose their preferred product from the two Daebakgak collaboration ramens, with the winner receiving an 800 won discount coupon.
Looking ahead, E-mart24 plans to expand this campaign beyond just ramen. The company aims to broaden its strategy to include other convenience store food items. Starting next month, E-mart24 will introduce bundled promotions featuring ramen alongside instant and ready-to-eat side dishes that pair well with noodles. This move signifies a broader strategy to enhance customer engagement and competitiveness within the convenience food market.
Strategic Vision for the Ramen Category
A representative from E-mart24 stated, “We plan to continuously expand our ramen offerings, catering to diverse customer preferences through collaborations with popular eateries and the development of unique ingredient-based products. By adding tangible benefits and promotions that customers can truly experience, we aim to strengthen the competitiveness of our ramen category.” This strategic focus on product differentiation and customer-centric promotions underscores E-mart24’s commitment to capturing a larger share of the convenience store ramen market.
