Gukminhakgyo Tteokbokki Embraces 19 Years of Customer Feedback... Launches Consumer-Participatory Product Development

ENCreative, which operates the frozen tteokbokki meal kit brand "Gukminhakgyo Tteokbokki," is launching consumer-participatory product development that reflects customer opinions from the initial stages of new product development. The company plans to actively utilize 19 years’ worth of accumulated purchase reviews and customer feedback to improve its products and develop new offerings.

Gukminhakgyo Tteokbokki has grown in the online market, with frozen tteokbokki meal kits at its core. As of the third quarter of 2026, it ranked first in sales and also ranked first in the number of cumulative reviews in the tteokbokki category on Coupang. The company regards accumulated purchase reviews and consumer feedback as core brand assets and has decided to incorporate them into the product development process.

To this end, ENCreative recently introduced a consumer-participatory product evaluation program called "YUMS." YUMS allows consumers to sample new products before they are officially released and provide evaluations and feedback on aspects such as taste, price, and packaging.

Currently, a pilot program is being conducted for employees of group affiliates, with plans to gradually expand participation to the general public.

Unlike simple taste preference surveys, YUMS stands out for going beyond basic evaluations of flavor. The program gathers evaluation data from a wide range of consumers on the subjective area of taste, as well as feedback on satisfaction, repurchase intent, price appropriateness, and packaging, leveraging these insights as a basis for product development decisions.

ENCreative intends to continuously incorporate the accumulated evaluation data into both new product launches and the improvement of existing products. The company’s strategy is to verify actual consumer reactions during the product development stage and use these insights to deliver products that match market demand.

In the long term, the company plans to develop YUMS into a consumer community where customers can be the first to experience new products and directly propose their opinions. By creating a structure where consumers can participate not only in purchasing but also in the development process, the company aims to expand touchpoints between the brand and its customers.

A representative from ENCreative stated, “The greatest driving force behind Gukminhakgyo Tteokbokki’s 19 years of growth has been the consumers who have consistently chosen our products and provided diverse feedback. From now on, we will actively reflect the voices of consumers from the product development stage to create products the market wants and evolve into a brand that grows together with our customers.”

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