Samyang Meals on Monday launched a brand new on the spot noodle that ambitiously revives the important thing recipe of the corporate’s — and Korea’s — first ramyeon product, Samyang Ramen, which used beef tallow — the identical ingredient that when prompted its gross sales to plummet because of unproven rumors and public backlash in 1989.
The corporate’s Vice Chairman Kim Jung-soo mentioned the introduction of the brand new product, Samyang 1963, is not only one other product launch, however a symbolic return to the philosophy of late honorary Chairman Chun Joong-yoon. Chun, who based the corporate in 1961 and was Kim’s father-in-law, aimed to supply reasonably priced on the spot noodles to Koreans amid widespread poverty.
Samyang 1963, launched amid a worldwide craze for the corporate’s Buldak noodles, makes use of beef tallow to deep-fry the noodles and to make a liquid soup base, which provides what the corporate described as a “deep, beefy style” to the broth.
The launch comes precisely 36 years after a lawsuit was filed towards Samyang Meals for allegedly utilizing a “non-edible” ingredient. Sparked by an nameless tip to the police, the unfounded rumor claimed that main on the spot noodles producers, together with Samyang, had secretly used industrial-grade beef tallow of their merchandise whereas concealing the follow from the general public.
Kim described Samyang 1963 as a “daring, shameless return to the ingredient Samyang used from the start to feed hungry folks nationwide.”
“The meat tallow incident introduced unimaginably laborious occasions for us. The rumor dropped our home market share under 20 % and compelled us to close down services and lay off greater than 1,000 workers. Though beef tallow posed no well being dangers, the rumor’s influence was so extreme that we needed to change it with palm kernel oil, which most ramyeon corporations have used ever since,” Kim mentioned throughout a press convention in Seoul’s Namdaemun space.
The late Samyang Meals founder and honorary Chairman Chun Joong-yoon, with Samyang Ramen, inset, which he launched in 1963 / Korea Occasions file
Namdaemun is the place the late Chun — then president of Dongbang Life Insurance coverage, later renamed Samsung Life Insurance coverage — first witnessed a protracted line of individuals ready to purchase low-cost, poor-quality porridge in 1961. The scene impressed him to ascertain Samyang Meals to fabricate on the spot noodles and supply reasonably priced meals to low-income shoppers.
“I really feel that the launch of Samyang 1963 may function comfort to my father-in-law, who suffered due to the rumormongers and irresponsible media retailers that amplified their voices,” Kim added, pausing a number of occasions as she grew to become emotional.
Samyang Meals CEO Kim Dong-chan, who additionally attended the press convention, mentioned that officers from different meals corporations on the time knew the rumors had been false however had been unable to publicly refute them because of the lack of media channels and the absence of social networking platforms.
“Samyang staff again then had been despondent beneath the burden of the rumor. My purpose now could be to not set the file straight or clear up the corporate’s previous burdens. I merely need to return to the corporate’s legacy and proceed placing our founding philosophy into follow,” he mentioned.
Samyang 1963 makes use of a combination of beef tallow and palm kernel oil to deep-fry the noodles in every packet, making a creamy, beef-flavored broth when cooked. The premium on the spot noodle hit home retailer cabinets on Monday, although export plans stay undecided.
“In 1963, when poverty was a part of on a regular basis life, the late Chairman Chun mentioned that what folks wanted was not insurance coverage however a heat meal. That was the start line of Samyang Meals. Now, we’re returning to that starting — to the ingredient that represents Samyang’s coronary heart and soul,” Kim mentioned.
