hankyoreh

An ad for chapaguri, a mix of two Nongshim instant noodle products featured in the movie “Parasite,” for the UK market. (provided by Nongshim)

After the film “Parasite” claimed four Academy Awards, growing interest in “chapaguri,” a dish that plays a major role in the film, is driving sales of the two instant noodle products used to make the dish. Retail outlets have been selling more Chapagetti and Neoguri since the Oscars, prompting their manufacturer to boost deliveries.

Food company Nongshim reported that its combined orders for Chapagetti and Neoguri had increased by more than 60% from the previous week following the 2020 Academy Awards in Los Angeles on Feb. 9. “Our deliveries of the two products between Feb. 11 and 13 were up by 60.5% from the previous week [Feb. 4-6]. That’s similar to the boost we got when chapaguri appeared on the MBC show ‘Dad! Where Are We Going?’ in 2013,” a company spokesperson said.

The company is also looking into releasing a cup-ramen version of chapaguri in the US market.

Sales are also up at retailers. Convenience store chain GS25 found that sales of the two instant noodles products on Feb. 10-11 showed a 61.6% year-on-year increase. CU, another convenience store chain, reported that sales of Neoguri and Chapagetti had risen by 39.2% and 35.6%, respectively, during the same period. Something similar is happening at 7-Eleven, where sales figures for the two products grew by 54.7% on Feb. 10-12.

With more customers on the hunt for the two instant noodle products, the retail industry — not only convenience stores but also hypermarkets — is moving quickly to launch related promotions. Through Feb. 26, E-Mart will be giving customers a 10% discount if they buy five packs of Chapagetti alongside five packs of Neoguri. Meanwhile, GS25 will be selling a pack of Neoguri and Chapagetti alongside single servings of blade steak (150g) and strip loin (150g) through its app “My Personal Fridge” for 9,900 won (US$8.36) while supplies last (the promotion is limited to 1,000 sets) on Feb. 14-18. Riffing on “Parasite” director Bong Joon-ho, the convenience store chain is also offering a 30% discount on seven products with the syllable “Bong” in their name, including Maxbong Franks and Grape Bongbong.

For the month of February, CU will be selling five packs of Neoguri, Chapagetti, and Squid Jjamppong for 4,000 won (US$3.38) each. And through Feb. 25, 7-Eleven is offering a 13.5% discount for customers who pick up Chapagetti and Neoguri together and selling three snacks that appear in the film (Saeukkang, Squid Peanuts, and Jagabi) for as much as 20% off.

By Shin Min-jung, staff reporter