MALAYSIA October 2019
Shinsegae co-develops Halal spicy instant noodle with Malaysia’s Mamee Double Decker
Korea’s spicy instant noodles have strong following throughout the region from China to Taiwan to Malaysia. Early this year, Shinsegae has taken a step further by introducing an extremely spicy instant noodle through a co-development effort with one of Malaysia’s leading instant noodle producer.
At the end of the 1st quarter 2019, Shinsegae Food partnered with Malaysia’s Mamee Double Decker to develop a spicy noodle product with the goal of reaching out to the massive Halal food market. The instant noodle is made with spicy Indian pepper commonly referred to as ‘ghost chilli’, perhaps the world’s hottest, resulting in a product with a noodle spiciness level reaching 12,000 shu (Scoville Heat Units).
The instant noodle product known as Daebak Ramyeon Ghost Pepper will soon be exported to China. During the 3-months trial run in Malaysia, Shinsegae has successfully sold out 600,000 units of the noodles in Malaysia. It has exported the noodles to Taiwan in June and to Singapore in August, selling more than 50,000 units in these countries.
In China, Shinsegae has signed an agreement with Zhejiang Orient to ship 200,000 units which will be sold in Guangzhou, Shanghai and Tianjin in October.
The success of this new product motivates Shinsegae to focus on growing the Southeast Asian market by developing new products locally. This can be seen with its continuous development of spicy noodles, like Daebak Habanero Spicy Chicken noodles, which has just been released in Malaysia in September.
Apart from Shinsegae, other Korean instant noodle producers have also shared similar successes in this region. Samyang Foods, which offers the Samyang Buldak Bokkeummyeon noodle series, reported 17.1% jump in export sales to US$62.3 million in the 2nd quarter 2019. It projected its export sales to grow 20% this year to Won 500 billion (US$420.8 million). Nongshim, which sells noodles to more than 100 countries, reported US$760 million in export sales in 2018. It is also strengthening its position in the Halal market by offering halal products like Shin Ramyun.



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