In the retail industry of South Korea, the popularity of 'super-sized' products is soaring, signaling a shift away from the 'eating less' trend. Convenience store chain GS25's 'Jumbo Dosirak' instant noodle, larger than an A4 sheet of paper, has caused a sell-out frenzy, while Emart24 has recently launched a triangle kimbap (rice roll), three times larger than the standard version.
Analysts point out that during times of high inflation, consumers are seeking out large-quantity products not only for cost-effectiveness, termed 'lunchflation', but also as a unique food experience which aligns with the trending 'mukbang' (eating show) culture.
According to convenience store industry sources on June 26, Emart24 has launched the 'Deo Big Triangle Kimbap' to meet the demand for larger portion sizes. The weight per unit is 150-160g, which is 50% more than the standard triangle kimbap. Its price, at 2900 won, is considered quite affordable given its size.
Emart24's sales data analysis for the first half of this year revealed a 71% increase in sales of their large triangle kimbap and rolled kimbap compared to the same period last year, responding to the 'value for money' need amid high inflation. Emart24 also released the 'Deo Big Double Triangle Kimbap', which combines their top-selling Jeonju Bibim and Ham Tuna Mayo variants.
Convenience store CU also has a big player in the market, the 'Godaegi 1905 Strawberry Jam Mammoth Bread', with its 230g five-layer product selling at a rate 1.5 times faster than its predecessor.
GS25's 'Jumbo Dosirak' is another trendsetter, an instant noodle product that is 8.5 times larger than its regular version, causing a sell-out craze. Priced at 8500 won, it may not be the most cost-effective option, but its large size offers consumers an entertaining experience.
According to GS25, the Jumbo Dosirak was launched to allow consumers to participate directly in the popular 'mukbang' content on platforms like YouTube. The product has become a major issue since its first release, being featured in social network posts and YouTube eating show content.
The 'Jumbo Dosirak Challenge' is currently trending among Mukbang YouTubers, making the product even harder to find. Currently, the Jumbo Dosirak is being sold for 15,000 to 20,000 won on secondhand marketplaces and is also being sold on Naver Shopping labeled for 'YouTube' and 'Event' purposes.
According to industry insiders, the reason for the release of large-quantity products is due to "meeting customer needs for cost-effective products during times of high prices and the continuing trend of 'mukbang', where people share their eating experiences, which sparks discussions among consumers and leads to strong sales of such products".