Gis Myun, exclusive strategy that expands the market
The CF song that Hallyu Star Park Yoochun sings… Melts female hearts and sees marketing effect
Co-operating with food enterprise School Food, Gis Myun is released in a new menu
According to overseas response, Gis Myun is third on Gmarket Japan.
It is not known when the consumers’ warm response will cool off as Gis Myun becomes the leader in the market of white soup ramyun. However, the ramyun company hides various marketing strategies in order to maintain the consumers’ excitement. The company develops different advertising ideas such as cooking competition and advertisements about the general consensus capture the attention of the consumers.
A newcomer in white soup ramyun market, Ottogi’s market share rose by extending its research and development program to three years, using star marketing and a partnership with School Food. Releasing Gis Myun as Hallyu Ramyun, total sales including figures from overseas exceeded 20 million in 80 days.
Although Ottogi’s Gis Myun is a new product, it enjoys great popularity due to its different and spicy taste and its toxic advertising strategic. It is an effective evaluation to appoint Hallyu star JYJ’s Park Yoochun who has a clean and neat image to be the advertisement model. Yoochun gained popularity by personally playing a ukulele and singing a song in the CF. Gis Myun concept is the usage of a modified pop song ‘Kiss Me Darling’ and alteration of the lyrics to ‘Gis Myun darling~ Gis Myun Gis Myun tonight~’. It captured the hearts of women and the consumers gave a warm response. ‘In the coming winter, our whole family will eat one Gis Myun one day’, ‘I am in the middle of making a list of friends who will receive Gis Myun as a gift’, ‘Let’s pick a date when we can do Gis Myun tonight’, ‘Let’s do an online get-together’… The spokesperson of Ottogi said, “Of course, the anticipation of local and overseas fans is apparent. We have seen a natural advertising effect from the sales of Gis Myun.”
Ottogi’s Gis Myun is riding on the Hallyu wave, hence it is also popular in other countries. When news spreaded through word-of-mouth that Park Yoochun was appointed to be the CF model, local and overseas fans recognized it to be a Hallyu product. It was decided that Ottogi’s Gis Myun would have the English brandname of ‘Kiss noodle’. The company is still in the midst of discussion on the plans for trademark application and the amount of exports for each country. At the moment, Gis Myun will be exported first to Japan and then to other countries like New Zealand, China, Russia, Taiwan and Philippines. In December last year, Gis Myun was third in Gmarket Japan’s food product section.