INDO NISSIN Taps into the Hallyu Trend with Geki Korean Kimchi
Recently, Korean culture is all the rage in India. Amidst this recent trend, INDO NISSIN FOODS PRIVATE LTD. (hereinafter, INDO NISSIN) launched Geki Hot& Spicy Korean Kimchi, in July 2023. With its deliciously spicy and sour kimchi flavor, it is the perfect meal for those who crave a bold and intense taste experience.
One major challenge INDO NISSIN faced in developing this product was the fact that Kimchi was not a flavor many Indians (including the R&D team at INDO NISSIN) were accustomed to, so the first step was to familiarize themselves with it. This was no simple feat. There were very few local shops that sold imported food items, but the team managed to get a hold of several types of kimchi and other related products. Eventually, through trial-and-error, they found the best way to incorporate the fermented taste of kimchi into the instant noodles while at the same time creating a flavor that suits the Indian palate.
Prior to the release of this product, the marketing team held a sampling session in which a majority of participants responded that they were “interested in trying Kimchi-flavored noodles”. Also, young consumers (aged 25 and younger) were keen to buy the new product because it looked appetizing and tasted great.
INDO NISSIN is dedicated to creating exciting and delicious products. For the latest updates on Geki Hot &Spicy, be sure to check INDO NISSIN’s official website and Facebook page.