Shin Chun-ho, a 36-year-old young man who was thirsty for recognition as the eldest, and Nongshim raised by Ogi

“This is the younger brother who had a deep conflict with Chairman Gyeok-ho Shin.”

This is the first time business officials consistently recalled the family history of the late Chairman Shin Chun-ho, Nongshim. The Lotte family had a deep conflict due to the exceptionally inherited’Brother’s Difficulties’. Nongshim, who had worked for Chairman Shin Chun-ho throughout his life, was also conceived in a conflict with his eldest eldest brother, Gyeok-ho Shin, who was the king of the Lotte Group. Chairman Chun-ho Shin and Gyeok-ho Shin began to behave over 50 years ago and lived after decades of severing ties. As Chairman Gyeok-ho Shin passed away in January of last year, and Chairman Chun-ho Shin also entered Yeong-myeon on the 27th of this month, the two brothers closed their eyes, unable to resolve the sediment.

Nongshim was born with “Dare to name Lotte”

There was also a time when Chairman Shin Chun-ho helped the chairman Gyeok-ho Shin, who started with chewing gum and placed Lotte Group in the fifth place in the business world. Chairman Shin Chun-ho served as a director of Lotte Japan until his mid-30s. However, as Chairman Shin Chun-ho, who had a strong commitment to his business, decided to enter the ramen business, the friendship with his brother was broken.

In 1965, when Chairman Shin Chun-ho was 36 years old, he started the ramen business in earnest while making Lotte Industries, but Chairman Shin Gyeok-ho was not pleased. Chairman Gyeok-ho Shin, who underestimated the marketability of ramen, strongly expressed opposition to his younger brother’s business, and the relationship between the two began to deviate.

Eventually, Chairman Shin Gyeok-ho refused to use the Lotte brand, saying, “Do you dare use the name Lotte?” In 1978, President Shin Chun-ho changed his name to Nongshim, which means’farmer’s heart,’ and the brothers rejected the situation. This is also the time when Chairman Shin Chun-ho completely removed his feet from Lotte Street.

A business official said, “It is a widely known story that the brother was hurt by selling ramen at the risk of his brother’s opposition, and that he did not interact with him since then, as the goal with his brother, who also did not support Shin Chun-ho, deepened.

Brothers who never met

The age of antagonism was long. The two brothers never showed up at the same time at a family event. Chairman Shin Chun-ho did not attend the father’s rite, while Chairman Shin Gyeok-ho was absent from Chilsun.

At the funeral of Chairman Gyeok-ho Shin, who passed away on January 19 last year, other brothers such as Purmil, Shin Joon-ho and his younger sister Jeong-suk Shin, kept their seats, but President Shin Chun-ho did not find it. Instead of myself, I sent my two sons, Dong-won Shin, Vice Chairman of Nongshim and Dong-yoon Shin, Vice Chairman of Yulchon Chemical, to the vacancy.

“I will succeed” Ogi with the DNA of “Quality Management”

Ironically, the unfortunate incident of arranging the relationship with his older brother seems to have been a stimulus for his business success for Chairman Shin Chun-ho. In fact, President Shin Chun-ho invited only acquaintances who are very close to his family and shared his autobiography at a feast held by Go Hee-yeon. I will show you that I can do it by promoting the business in my own way,’ he also described his feelings at the time of the conflict with his brother.

However, the ramen market at the time was not easy. While Samyang Foods maintained the undisputed No. 1 position with more than 80% market share, 7 and 8 companies including Poongnyeon Ramyun and Dakpyo Ramyun were scattered. It was also the background that Chairman Gyeok-ho Shin opposes, saying, “There is no chance of jumping into the saturated ramen market as a latecomer.”

Nevertheless, Chairman Shin Chun-ho’s aspiration for business success was strong. Chairman Shin Chun-ho, who diagnosed the differentiated point in the saturated ramen market as’quality management’, actively invested in technology development and facility expansion. In 1965, the year when the first ramen was produced, the Ramen Research Center was established, and when domestic ramen used chicken broth, it settled on the market with beef ramen in 1970 after thinking about ramen with a combination of beef sauce soup and spicy taste that suits Korean tastes.

Since then, raccoon dogs, Yukgaejang bowl-myeon, and Anseong-tang-myeon have succeeded in succession, taking the top spot with 42% of the market share in 1985. Along with the great success of Shilla Ramyun, which was launched in 1986, the following year, based on the analysis of popularity factors and quality improvement, an intensive management system was established to grow hits into longevity brands. Shin Ramyun has never been down for more than 30 years after surpassing Samyang Ramyun in 1991 on a single product basis.

According to Nongshim, Chairman Shin Chun-ho has always emphasized to make a product that is correct even by investing a lot of time and money. Shin Ramyun Black, a renewed product launched in celebration of the 25th anniversary of Shin Ramyun under his initiative, saying, “The era of food is also selling only luxury goods,” was selected as the world’s best ramen by New York Times last year.

‘Quality first’ as the last work order

Chairman Shin Chun-ho left the last work order to cultivate nongshim in the world with the best quality without falsehood. An official from Nongshim said, “Regarding the importance of quality, which has been emphasized for over 50 years, he told us to set up a systematic strategy rather than just selling products. It was a message that we can become a global company only by improving the taste and quality of food.” Told.

Maeng Ha-kyung reporter [email protected]

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