"Sprinkling Potato Chips on Ice Cream?"... Consumer-Created 'Naesipi' Shakes Up the Food Industry

"Buldak Cold Noodles, Then Excham Sand for Dessert"

Official Product Launches Based on Consumer Recipes

Increased Brand Loyalty... The Viral Marketing Effect

The "modisumer trend," in which consumers reinterpret existing products in unique ways according to their own tastes, is sweeping through the food industry. Some people are creating new flavors by mixing two products, while others are using existing products as ingredients to transform them into unique dishes. As these creative recipes gain attention, food companies have begun actively using such ideas for marketing, and some are even commercializing them as new products.

Broadcaster Kim Shinyoung showcased a combination of eating vanilla ice cream topped with potato chips on MBC variety show "I Live Alone." Screenshot from MBC's "I Live Alone."

According to the food industry as of September 5, Samyang Foods' "Buldak Cold Noodles"—created by adding dongchimi naengmyeon broth to Buldak Bokkeum Myeon—became a hit on social media this summer. The simple preparation, along with the broth's ability to mellow the spiciness of the Buldak sauce and add a refreshing flavor, made this combination especially popular.

"Mixing to Suit My Own Palate"... The 'Naesipi' Craze

A recipe using Lotte Wellfood's "Butter Coconut" and Greek yogurt also went viral on social media. One popular recipe involves adding Greek yogurt to Butter Coconut, leaving it overnight in the fridge, and enjoying a flavor and texture similar to cheesecake. The so-called "Ddungpa Latte," made by mixing Binggrae's "Banana Flavored Milk" with hazelnut latte or espresso, is gaining popularity among foreign tourists and is often listed as a "must-try recipe in Korea."

Screenshot of the Buldak Cold Noodles and Butter Coconut Cake recipes posted on YouTube.

Nongshim's long-standing favorite "Anchovy Kalguksu" also drew attention last winter with the "10-minute recipe," which involves boiling it longer than usual to mimic market-style kalguksu. Another recipe that spread rapidly suggested using more water than recommended, adding noodles and soup, boiling for 10 minutes, and then adding a beaten egg, chili powder, shredded seaweed, and plenty of sesame oil at the end—resulting in the rich flavor of Andong guksu or market-style kalguksu. Adding Nongshim potato chips as a topping to vanilla ice cream also gained popularity by word of mouth.

'Best Combination' Recipes Introduced... Cooking Kits for New Menus Also on Sale

Food companies have started introducing their own creative recipes using their products. Since May, Ottogi has signed an ambassador contract with Chinese cuisine chef Eunyoung Park, and has been releasing recipes every month featuring Jin Jjambbong and Jjachullang. Recently, a recipe combining Jin Jjambbong and Jjachullang called "Jinjjamchullang" and dipping it in a special sauce made with egg, minced garlic, green onions, and sesame oil has been particularly popular.

Ottogi also regularly holds the "Ottogi Food Recipe Contest," encouraging creative dishes using its products. Recipes selected as winners are considered for actual product development.

Crown Confectionery proposed "Excham Sand," a combination of its own ice cream "Excellent" and the cracker "Cham Cracker." Namyang Dairy Products introduced a sweet combination using "Matcha Emong" and "Red Bean Emong." Simply freezing both products and removing the wrappers results in a quick matcha ice cream and patbingsu. Another recipe went viral by adding the company's own "Lucas Nine Espresso Shot" to Matcha Emong, creating a cafe-style beverage. This summer, Namyang Dairy Products also sold a set that allows consumers to make ice cream themselves using Red Bean Emong with a 'teppan ice cream maker.'

Recipes That Captivated Consumers... Now Released as Official Products

Nongshim Shin Ramyun Tombah and Dong-A Pharmaceutical Eolbaksa were officially launched as products after recipes created by consumers gained popularity.

An increasing number of original modisumer recipes are being commercialized as new products. For example, when the combination of Nongshim's "Chapagetti" and "Neoguri"—known as "Chapaguri"—went viral, the company released it as an instant cup noodle. Similarly, Nongshim launched "Kaguri Big Bowl," a product inspired by a PC bang menu of adding curry to Neoguri noodles. After consumer recipes for Shin Ramyun using milk, cheese, shrimp, bacon, and more became popular, the company introduced the "Shin Ramyun Tumba" product.

The "Eolbaksa" drink, a combination of Dong-A Pharmaceutical's Bacchus and soda mixed in an ice cup and originally popular in jjimjilbangs, was officially released last year. Pulmuone Danone took inspiration from consumers mixing Greek yogurt and honey and released "Pulmuone Yogurt Greek Honey." The "Miz Black Yogurt" collaboration between Orion and GS25 was born after a recipe mixing Orion's "Miz Black" biscuit with yogurt went viral on social media, leading GS25 to suggest a collaboration with Orion for a private-label product.

An industry official said, "Recently, viral marketing using recipes that offer new ways to enjoy existing products has proven to be highly effective for promotion. While, of course, the base product needs to taste good, products that allow consumers freedom to create new recipes are now the trend in product development."

This content was produced with the assistance of AI translation services.