Nongshim chairman Shin Chun-ho dies from sukhwan on the 27th…
‘K-food myth’ written with thorough craftsmanship…”Korean ramen is made with our own hands”
Famous for naming products such as Shin Ramyun and Shrimp Crackers… recognized as a brand expert
[서울=뉴스핌] Reporter Nam Rada = Nongshim Chairman Shin Chun-ho, who died on the 27th from Sukhwan, referred to himself as a’ramen man’ and’snack man. This is a part of Chairman Shin Chun-ho’s belief that making ramen and snacks should be proud of as a craftsman. Chairman Shin usually ordered craftsmanship from his employees as well.
Chairman Shin Chun-ho, who founded the company in 1965, is considered to have laid the foundation for’K-food’ by leaving hit products such as Shin Ramyun, Shrimp Cracker, and Chapaghetti. The words he left during his lifetime show his firm management philosophy.
 |
| [서울=뉴스핌] Reporter Lee Seo-young = Shin Chun-ho, the first generation chairman of Nongshim Group. 2021.02.05 [email protected] |
◆”Ramen loved by Koreans is made with our own hands”..Chairman Shin Chun-ho jumps into the ramen business
Chairman Shin Chun-ho is the late founder of Lotte, the late Gyeong-ho Shin, the honorary chairman of the Lotte Group and a sibling.
In 1958, Chairman Shin helped Chairman Gyeok-ho Shin worked as vice president of Lotte, and in 1963 sought an independent business. In 1965, Lotte Industrial, the predecessor of Nongshim, was established and started to enter the food business in earnest.
At the time, Chairman Shin noted that ramen, which can be cooked quickly and easily, is gaining great popularity in Japan, where industrialization and urbanization were progressing.
Chairman Shin Chun-ho said, “Ramen in Korea should be a different staple food from Japan, which is a convenient food,” he said. “So, it should be a substitute meal that is cheap, suits our tastes, and has sufficient nutrition, so that it can play a big part in solving the eating problem.”
Immediately afterwards, Chairman Shin launched his own ramen brand,’Lotte Ramen’, followed by a hit with Shrimp Cracker in 1971. Chairman Shin Chun-ho said, “You can only go far by yourself. Ramen that is loved by Koreans must be made with our own hands.” This is also the reason for establishing a separate R&D department since the company was founded.
At the time of development of Shrimp Cracker in 1971, he emphasized, “It would be difficult for our technicians to start from the ground, but the technology developed by our own hands will remain our intellectual property intact.”
Chairman Shin Chun-ho has generously invested in product research and development. In the development of Shrimp Cracker, about 80 4.5 ton trucks of flour were used.
In particular, he immersed himself in creating a new ramen brand under the conviction that the ramen industry at that time introduced Japanese technology that began to climb on track, but could not contain the characteristics of Nongshim, and furthermore, it could not produce a product that satisfies the tastes of Koreans. .
◆Lotte Industries → Changed the company name’Trial’…”Because it is very concise, it becomes a spicy 辛
However, there were trials in this process. As the relationship with Chairman Gyeok-ho Shin, who opposed the ramen business, worsened, in 1978, Lotte was removed from the mission and replaced with Nongshim with the meaning of’farmer’s heart’.
Since then, Chairman Shin has further accelerated the development of ramen. After that, he laid the foundation for K-Ramen by successively succeeding in raccoon dogs in 1982, Anseongtang-myeon in 1983, and Shin Ramyun, a longevity brand in 1986. Even today, Shin Ramyun is classified as Nongshim’s representative filial piety product, which is exported to more than 100 countries.
Chairman Shin Chun-ho’s brand philosophy is firm. He is also famous for his anecdotal naming of brand names for hit products such as Shin Ramyun and Shrimp Cracker.
 |
| The late Choon-ho Shin, Chairman of Nongshim [사진=농심] |
The deceased awakened to the importance of the brand in 1970 from the failure of’Jajangmyeon’. Inviting a famous chef to learn how to cook, and after a 7-month development period,’Jajangmyeon’, the first jajang ramen in Korea, hit the so-called jackpot at the beginning of its release.
However, consumers who were dissatisfied with the low quality of MeToo products, which had been improvised by a similar name, began to ignore the entire Jajang Ramyun and eventually, Nongshim’s Jajangmyeon disappeared. At the time, Chairman Shin Chun-ho realized that “the quality of the product is also important, but it is a brand that cannot be imitated, so a clear differentiation strategy is important.”
Nongshim’s hit works reflect the genius of Chairman Shin Chun-ho. They made Anseongtang-myeon, a combination of’tang’, which is famous for the real organic bowl, or chapaghetti, a combination of jajangmyeon and spaghetti, and Shrimp Cracker, inspired by the pronunciation of a young daughter.
The same goes for the birth of Shin Ramyun. Chairman Shin Chun-ho is well-known for persuading the executives to the end, saying, “I’m not going to sell ramen using my last name. It’s very concise, so I’m going to make it’very good.'”
His last work is corn tin. Chairman Shin Chun-ho said, “There are shrimp crackers, potato crackers, and sweet potato crackers that emphasize raw materials, and this product is no different, so corn crackers are better.” Corn cane was released in October 2020 and became a hot topic enough to cause an out-of-stock crisis.
Nongshim first exported ramen in 1971, six years after its founding. Currently, Nongshim is supplying ramen made by Nongshim to more than 100 countries around the world. From the highest peak in Europe to the southernmost point in South America. Nongshim recorded a record-high overseas sales of 990 million dollars last year.
Chairman Shin Chun-ho said, “Let’s take the Nongshim brand overseas as it is. Let’s not refine the spicy taste nor change the packaging design.” It has been pushing for expansion.
Nongshim launched the premium ramen Shin Ramyun Black in 2011. Shin Ramyun Black has overcome the adversity of early regulations and discontinuation of production, and was ranked as the’World’s Best Ramen No. 1’by the New York Times last year.