Shinsegae Food has announced on 28 December 2020 that it had sold over 10 million units of its halal-certified Daebak Ramen globally in 2020, with 20% contributed by Malaysia, reported shinailbo.co.kr. The sales figure for 2019 was 3.5 million units. The key drivers for Daebak Ramen are COVID-19 induced demand for instant foods and social media.
Daebak Ramen includes Daebak Ramen Ghost Pepper, Habanero Kimchi Jigae and Habanero Spicy Chicken. The ghost pepper noodle has an extremely spicy taste that offers a unique eating experience appealing mainly to young consumers who are also the main eaters of instant noodles.
Shinsegae Food, which has a joint venture with Malaysia’s Mamee-Double Decker, exported Daebak Ramen to 15 countries in 2020, up from 6 in 2019. The additional new export markets include the US, New Zealand, South Africa, the Philippines and Indonesia. The plan for 2021 is to export to Europe including to Sweden.