The beloved Pyongyang naengmyeon broth has been reimagined as a beverage, targeting “die-hard naengmyeon fans” and “noodle enthusiasts” alike. This innovative product, launched at the end of June by GS25, a South Korean convenience store chain, has already sold 250,000 units. The unexpected demand even led to a surge in orders. The recipe is inspired by the four major Pyongyang naengmyeon restaurants in Seoul, and was developed after a blind taste test with self-proclaimed naengmyeon connoisseurs to create a flavor that would appeal to a broader audience. The beverage is made with 97.2% Korean beef brisket and boasts 0% fat and cholesterol. However, it has a high sodium content of 54%, likely intended to replenish the salt lost through sweating, making it saltier than one might expect.
Known for its hangover-relieving properties, the broth has been further popularized by Apgujeong Myeonok, a Pyongyang naengmyeon restaurant that introduced the canned broth drink “Haejang Hajang,” which translates to “Let’s relieve a hangover.” This drink is perfect for when you want just a sip of broth without the noodles. Freshly brewed every day, it is available in 250ml and 500ml cans. Meanwhile, Bongmilga, another renowned Pyongyang naengmyeon restaurant recently featured in the MICHELIN Guide Seoul, offers its own canned broth made from Korean beef brisket, top sirloin butt, and medicinal herbs simmered for five hours. According to them, this drink “quenches your thirst and promotes health when you’re biking or hiking.” However, since no preservatives are added, the shelf life is only 2-3 days.
The trend of turning broth into a beverage reflects the rising popularity of Pyongyang naengmyeon across all age groups. What was once considered “displaced people’s food” has now become trendy, leading to an “opening rush” and prompting more companies to explore this new beverage market. Food critic Lee Yong-jae commented, “It’s appealing to consumers looking for fun and unique experiences who find enjoyment in their consumption. It’s easy to carry and drink, and it also piques visual and gastronomic curiosity.”
Japan has seen a similar trend. In April last year, Nongshim Japan, in partnership with Japanese beverage company ITO EN, launched drinkable “Nongshim Fururu Cold Noodles” locally. Nongshim Fururu Cold Noodles is the Japanese version of Nongshim’s instant naengmyeon, “Doongji Cold Noodles.” In a bold move, they decided to sell just the naengmyeon broth in a can. Enhanced with kimchi extract, gochujang (red pepper paste), and vinegar, it adds a touch of “Korean spiciness.” They explain that, “As lifestyles change, people’s tastes are diversifying,” and suggest that it’s “a great drink to enjoy as a dessert or on an empty stomach.” The 190ml can is priced at around 1,300 won.
