(C) Buldak
The South Korean food industry is witnessing an unprecedented surge in demand for specific instant food products, driven by a viral "Modisumer" (modify + consumer) recipe combining CJ CheilJedang’s Bibigo Seaweed Soup and Samyang Foods’ Buldak Stew Noodles. The resulting dish, dubbed "Seaweed Buldak Stew Noodles," has become a cultural phenomenon, leading to severe supply shortages and even exorbitant reselling on second-hand markets.
Supply Chains Strained as Convenience Stores Halt Orders
As of January 25, major retail channels, including hypermarkets and convenience stores, are reporting total stockouts of Buldak Stew Noodles (pouch version). Among the nation’s top three convenience store chains, CU—the primary distributor for the pouch variant—has officially suspended new orders due to an inability to meet the explosive demand.
"Following the viral spread of the recipe on social media, Buldak Stew Noodles has consistently ranked as a top search term at our retail locations," stated a representative from BGF Retail. The scarcity has pushed desperate consumers to the second-hand marketplace, Danggeun Market, where individual packs originally priced at approximately 1,000 KRW are being traded for as high as 4,000 KRW—a fourfold markup.
Synergistic Growth: The "Modisumer" Effect
The craze has been equally beneficial for CJ CheilJedang. Sales of Bibigo Seaweed Soup in December soared by 56% compared to the previous month and 37% year-on-year. The recipe, which infuses the fiery heat of Buldak with the savory, deep umami of traditional seaweed soup, first gained traction as a "miracle hangover cure." It subsequently exploded in popularity after being featured by high-profile "Mukbang" influencers.
Manufacturers Scramble to Stabilize Supply
In response to the sudden market volatility, Samyang Foods has ramped up production lines. "The current shortage is a temporary bottleneck caused by a sudden spike in consumer demand that outpaced our immediate supply capacity," a Samyang official explained. "We are maintaining a rigorous production schedule and expect the supply-demand gap to normalize shortly."
A Silver Lining in Economic Stagnation
Industry analysts view this trend as a testament to the enduring power of the "Modisumer" trend—where consumers reinvent existing products to suit personal tastes. Amidst a broader economic downturn, these viral culinary trends are providing much-needed momentum to the food and beverage sector.
"While the longevity of such trends is often unpredictable, the resurgence of older products through digital word-of-mouth is a welcome stimulus for the industry," noted an industry insider.
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