Long-discontinued food products are making a comeback in South Korea as major companies like Seoul Dairy Cooperative, also known as Seoul Milk, Nongshim, and Maeil Dairies revive past favorites. The trend is driven by cost savings at every stage of production, from development to distribution and marketing. Since these products are already familiar to consumers and their flavors are well-established, companies can reduce advertising expenses compared to launching entirely new products. Nostalgia also plays a key role, as items that once fell out of favor now evoke fond memories. Some have even been reformulated to better match modern tastes. A food industry insider noted, “In a sluggish domestic economy, these nostalgic products have become a guaranteed success.”
Seoul Milk recently reintroduced Minos Banana Flavored Milk, which first debuted in 1993 but was discontinued in 2012 after losing ground to competitors like Binggrae’s Banana-Flavored Milk. The revived version retains its original bottle shape and label design, appealing to older consumers’ nostalgia while attracting younger generations with its retro aesthetic. “Developing a new banana milk product from scratch would require extensive research on flavor and packaging, but with Minos Banana Flavored Milk, we could shorten the development period and cut costs,” said a Seoul Milk representative.
Maeil Dairies’ Picnic Peach, discontinued in 2016 after being overshadowed by its apple-flavored counterpart, has returned after nine years under the name Picnic Nectarine. The improved formula now includes nectarine purée for a richer fruit flavor. “We wanted to enhance both the taste and aroma, making it familiar yet more flavorful for consumers,” a company staffer said.
Nongshim has also embraced the trend for its 60th anniversary, reviving Nongshim Ramyun after 35 years. Originally launched in 1975, the product was a major milestone for the company but was discontinued in 1990 as Shin Ramyun gained popularity. The newly reintroduced version is based on the original recipe but has been adjusted to suit modern tastes. As part of its retro marketing campaign, Nongshim is using black-and-white commercials from 50 years ago. The company has also brought back Shrimp Soup Noodles after 20 years and Cleopatra Potato Chips, an early version of its popular potato chips, after 35 years. A Nongshim staffer said, “While these products were revived for our anniversary, we’ll continue production if demand remains strong.”
Discontinued products have the advantage of proven sales data, making it easier to estimate production volumes and minimize unnecessary waste and costs. In contrast, new products carry the risk of uncertain consumer response, making large-scale production a challenge. However, relaunched products are often revived due to strong consumer demand, ensuring a stable market. “Higher production volumes help lower manufacturing costs, which ultimately allows for more competitive pricing,” said an industry expert.
Convenience store chain GS25 has joined the trend by reintroducing its Crispy Gimbap, a handheld gimbap snack, four years after it was discontinued in 2021 due to strong consumer demand. “There were continuous requests for Crispy Gimbap, and many store owners placed large orders as soon as it was relaunched,” a GS25 staffer noted. “Higher initial order volumes allowed us to keep prices affordable at 1,800–1,900 won.” Within just a week of its return, around 150,000 units were sold, making it the second-best-selling gimbap item at GS25. The company now plans to expand the lineup with new flavors, including Cheese Buldak (spicy chicken) and Spam Egg.
