Binggrae’s Challenge In The Korean Ramen Industry: The Story Behind Binggrae’s Famous Korean Ramen, The Company Known For Products Like Together Ice Cream And Banana Flavored Milk

Korean ramen has now gained global fame. To provide more specialized and intriguing stories about Korean ramen, we have brought in Korea’s only ramen expert critic, Piki. These articles are all written by Piki and offer various insights about ramen. We plan to release this series daily over the course of two weeks, so please stay tuned!

Let’s get into it!

Hello, everyone! I’m Ji YoungJun, the ramen culture content creator known as the Ramen Conqueror Piki.

Did you know that Binggrae, a company famous for its banana-flavored milk, Together ice cream, and Melona bars, once ventured into the ramen business? While many may not recall Binggrae’s ramen products today, the company sold a variety of ramen for nearly two decades.

 

Binggrae’s Humble Beginnings

Binggrae’s predecessor, Da-il Yanghaeng, was established in 1967. In 1971, it was renamed Da-il Dairy and entered the dairy business in 1972. However, due to management difficulties, it was acquired by the Hanwha Group in 1973.

After the acquisition, Da-il Dairy launched “Together,” the first premium ice cream in Korea made with fresh milk, and “Banana Flavored Milk” in a jar-shaped bottle in 1974. Both products gained explosive popularity and remain Binggrae’s flagship items to this day.

The company changed its name to Binggrae in 1982.

 

Diversification into the Ramen Market

In its quest to diversify its business, Binggrae eyed the ramen and bakery sectors.

Recognizing a demand for new ramen flavors in a market dominated by Nongshim and Samyang, Binggrae collaborated with Japan’s top ramen company, Nissin Foods, to acquire ramen manufacturing technology. The company then entered the ramen market with popular comedian Kim ByungJo as its exclusive model.

Binggrae’s ramen was well-received, thanks to the partnership with Nissin Foods, and the company introduced numerous ramen varieties to cater to consumers tired of existing flavors. Some of these products became quite popular, and Binggrae’s marketing efforts ensured their continued presence in the market.

 

Iconic Binggrae Ramen Products

Our Home Ramen (Released January 1986)

“Our Home Ramen” was known for its clean yet deep flavor, made using natural tocopherol.

It became Binggrae’s representative ramen, available in original, beef soup, and curry flavors. The commercials featuring Kim ByungJo were particularly memorable.

 

Matbonne (Released 1986)

“Matbonne” emphasized the chewy texture and clean taste of its thin noodles. It remains a nostalgic product for those who remember Binggrae’s ramen.

 

This Ramen (Released 1989)

“This Ramen” has an interesting backstory. Unable to decide on a name before the product launch, Binggrae registered it as “Please Name This Ramen” and held a naming contest with a travel ticket as the prize. Ironically, the chosen name was “This Ramen.” Popular singer Joo HyunMi starred in the commercials, which featured a reworked version of her hit song ‘Unrequited Love’.

 

Captain Ramen (Released 1991)

“Captain Ramen” targeted a masculine image, with actors Lee JongWon and Choi MinSoo as models. It was launched as cup ramen in various flavors and left a lasting impression on many consumers.

 

Spicy Soybean Ramen (Released November 1998)

“Spicy Soybean Ramen,” made with 100% hydrogenated soybean oil instead of palm oil, sold 5 million units in its first month and caused a stir in the market. Many fans were disappointed when it was not re-released in 2021, despite rumors.

 

The Decline and Exit

Despite launching numerous products, Binggrae struggled to make a significant impact in a market dominated by established players. By 2002, its market share had dropped to 3%, and the accumulated losses led to restructuring. In 2001, the bakery business was sold to Samlip Foods, and in 2003, Binggrae announced its exit from the ramen business.

Contrary to popular belief, Binggrae’s ramen division did not transition to Pulmuone. Pulmuone independently entered the ramen market, and the rumor of a connection between the two is unfounded.

For 18 years, Binggrae brought joy to Korean consumers with its diverse ramen offerings. Did you know about Binggrae’s two-decade-long ramen journey? It would be wonderful to see Binggrae ramen make a comeback, even as a special event.

Thank you for reading, and I look forward to sharing more fun and interesting stories about the history of ramen with you all!