Korea’s celebrity chef Paik to sell instant noodles with E-Mart

Korea’s celebrity chef Paik to sell instant noodles, Paik Ramyeon, with E-Mart [Sources : The Born Korea, E-Mart]

Korean celebrity chef Paik Jong-won has launched instant noodles, Paik Ramyeon, expanding his food empire beyond restaurant and coffee shop chains.

The Born Korea Inc., a restaurant and coffee shop operator owned by Paik, will begin selling Paik Ramyeon at E-Mart Inc. stores on Thursday, according to industry sources. The new instant noodles will be sold only at The Born Korea’s online store and E-Mart stores.

The Born Korea said it collaborated with E-Mart for more than a year to create the recipe for Paik Ramyeon. It is the first time for the restaurant chain operator to sell ramyeon for the mass market.

One of the most famous chefs on TV in Korea, Paik owns a 76.69 percent stake in The Born Korea, which operates 19 restaurant and coffee shop chain brands.

E-Mart, the largest big-box store chain in Korea, has been collaborating with a number of food firms to introduce new ramyeon products.

In January 2022, E-Mart launched the extra hot version of Paldo Co.’s popular instant noodle Teumsae Ramen. The first batch of the new ramyeon was sold out in just two months.

Thanks to the success of the new instant noodle collaboration projects, E-Mart’s ramyeon sales jumped 7.7 percent last year from a year ago. Demand for ramyeon is also growing amid high inflation, said the company.