“Manila Clam Jjamppong Made by Sung Si Kyung Himself” ... 7-Eleven Targets the Premium Ramen Market

[Financial News] As demand for differentiated products grows in the convenience store ramen market, 7-Eleven is teaming up with singer Sung Si Kyung to make a push into the premium ramen market.
Industry sources said on the 12th that 7-Eleven will launch “Si Kyung Pick Nolmyeon Real Manila Clam Jjamppong Ramen,” a collaboration with Sung Si Kyung, on the 19th. From January 1 through November 11 this year, 7-Eleven’s sales in the differentiated ramen category rose 109% from the same period a year earlier.
This year, 7-Eleven has expanded its ramen offerings featuring unusual concepts and restaurant-style recipes, including “Takamatsu Udon,” “Ibiga Jjamppong” and “Ulleungdo Spicy Hangover Soup Ramen.” The company says sales of differentiated ramen are also rising as demand grows for taste and experience over simple price competition.
Sung Si Kyung participated in the new product’s development, from selecting the menu and developing the recipe to designing the cup. Since July, 7-Eleven has developed the product through dozens of meetings and tastings with its partner company and researchers.
“Nolmyeon Real Manila Clam Jjamppong Ramen” features a freeze-dried block containing whole Manila clams with their shells on, along with squid, shrimp, red chili peppers and green onions.
From the launch through the end of this month, 7-Eleven will offer customers who purchase the new product complimentary instant rice and discounts on partner payment services. Next month, it plans to launch additional follow-up products and expand the lineup of its “Amazing Ramen Series.”
Shin Ji-eun, a product planner (MD) on 7-Eleven’s processed foods team, said, “We planned a new product emphasizing premium quality to reflect the recent trend of convenience store ramen evolving into a satisfying, high-quality meal.” She added, “Through our newly launched Nolmyeon series, we will continue to strengthen the product’s positioning as a convenient ‘small dining-out experience’ that customers can enjoy at convenience stores.”
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