[신춘호 별세] “Shin Ramyun and Shrimp Crackers are my children”…’The Reclusive Manager’ led by Nongshim for 56 years

Input 2021.03.27 10:57

Hermit’s manager… Founded Nongshim in 1965, operated for 56 years
Shin Ramyun·Shrimp Cracker…From the development of hit products to naming
Developed the advertisement text for’Driving a raccoon dog’ for’Shin Ramyun’

“Looking back, I’ve been packing it very hard from the start. I wrestled with the dough and sweat beside the cauldron in the middle of the summer. Since I made it with my own hands and named it, Nongshim’s ramen and snacks are all like my children.” The man is happy’

The late Nongshim Chairman Shin Chun-ho, who died at the age of 92 on the 27th, is called the’Ramen King’ who developed Shin Ramyun and Chapaghetti. He makes only ramen and snacks his whole life, and is evaluated as being the’K-food’.

Chairman Shin was born in Ulsan in 1930 as the fifth and third son of five sons and five daughters. The late founder of Lotte Group, Gyeok-ho Shin, the late Lotte Group’s honorary chairman, is a brother who is nine years apart.

Chairman Shin graduated from Dong-A High School in 1957 after completing his military service through medical ligation during the Korean War and entered the Department of Law at Dong-A University. While in high school, I learned business in the Gukje Market and Jagalchi Market along with my studies. At that time, after failing to sell out-of-date rice at a low price, quality was prioritized over the price of food.

In 1958, he served as vice president of Lotte Japan, and in 1962, while serving as a director of Lotte Japan, he opened his eyes to the ramen business. Despite opposition from his eldest brother, Gyeok-ho Shin, the honorary chairman of Lotte Group, in 1965 he founded Lotte Industries and started the ramen business. After completing the Daebang factory in 1966 with a capital of 5 million won, it started producing ramen in earnest.

When honorary chairman Shin Gyeok-ho prevented the use of the name’Lotte’, in 1978, he changed his mission to Nongshim, meaning’farmer’s heart,’ and began to take the independent route.

However, due to the inability to release any other hit products, it was pushed to the crossroads of existence in the early 1970s. Since then, it has been a hit in the world by releasing ramen made with beef broth in a market where chicken broth products similar to Japanese ramen were dominated. Successively launched a line of hit products such as’Raccoon (1982)’,’Yukgaejang Bowl Noodles (1982)’,’Anseongtang-myeon (1983)’,’Chapaghetti (1984)’ and’Shin Ramyun (1986)’. It has risen to number one.

◇ Developing Shrimp Cracker while sleeping on a bale…Development of the product, take care of yourself

Chairman Shin has devoted himself to the food business throughout his life and developed the product himself. In the case of Shrimp Cracker, which was released in 1971 and recorded as the first snack in Korea, Chairman Shin is famous for developing it after using 80 units of flour for a 4.5 ton truck while sleeping on a bale in a factory for about a year.

Shilla Ramyun, which remains the undisputed number one in the ramen market, also came out of Chairman Shin’s steadfastness. Chairman Shin, who tasted a prototype of Shin Ramyun ahead of the launch of a new ramen product in 1986, said, “The spicy taste is too strong to commercialize it.” Pushed.

Shin Ramyun, which Chairman Shin took care of from the product name and packaging design, generated 3 billion won in sales within three months of its launch. Shin Ramyun is also famous as’the originator of K-food’. Last year, it exported 440 billion won to more than 100 countries.

He created the product name and made his own advertising strategy. ‘Shin Ramyun’ was made after his last name, Maeul Shin (辛), and names such as’Chapaghetti’ (Jajang + Spaghetti) and Shrimp Cracker are also his representative works. His work also includes advertising phrases such as “The Man Ringing Shin Ramyun” and “Drive a Raccoon.”

◇ Emphasis on’Quality’ on Nongshim employees… Chairman Shin “Food is also sold only luxury goods.”

Chairman Shin took over the position of registered director after becoming Chairman of Nongshim in October 1992. He was called a reclusive manager who did not show his face to the media. The group’s New Year’s Address was also first delivered in person only in 2015, the 50th anniversary of its founding.

At the time, he said, “We overcame the crisis with new products that broke stereotypes such as’jajangmyeon, beef ramen, shrimp cracker’ at the crossroads of life and death in the early 1970s. “Let’s achieve global Nongshim for 100 years through’Nongshim,” he said.

Chairman Shin emphasized’quality’ to executives and employees during his lifetime. Ahead of overseas export in 1990, he encouraged, “Let’s secure a premium image as it is of the highest quality. Let’s fully convey the taste of Korea to the world.” “We need to make products that can satisfy consumers.”

Earlier, Chairman Shin Chun-ho officially stepped down from management without being reappointed as an executive director at the general shareholders’ meeting on the 25th of this month, two days before his death. Vice-Chairman Shin Dong-won, the eldest son of the deceased, is expected to rise to the next Nongshim Chairman. Vice-Chairman Shin was elected as an executive director at the shareholders’ meeting on the 25th. Vice-Chairman Shin became the CEO of Nongshim in 1997 and was promoted to Vice Chairman in 2000, where he was in charge of managing Nongshim.

At Nongshim, the succession work has been carried out with vice chairman Shin Dong-won, vice chairman Shin Dong-yoon, vice chairman of Yulchon Chemical and Shin Dong-ik, vice chairman of Mega Mart, the three sons of Chairman Shin. Vice Chairman Shin Dong-won is the largest shareholder of Nongshim Holdings, the largest shareholder of Nongshim. As of the end of September last year, Vice Chairman Shin Dong-won owns 42.92% of Nongshim Holdings.