Editor’s Note
This article explores the strategic launch of “Garlic Sundubu” to attract new consumers, highlighting the growing global popularity of Korean cuisine and the significant market potential for home-cooked sundubu.
Interest in Korean cuisine is growing, particularly among young people, with sundubu, a healthy Korean home-style dish made with tofu, gaining popularity. While awareness and consumption experience rates are high, home cooking experience remains low, indicating significant room for market growth and expectations for further expansion.
Sundubu is a Korean home-style dish where soft tofu and ingredients are simmered in a spicy broth. In the Japanese market, it has gained popularity riding the wave of the Korean Wave (Hallyu). According to KSP-POS data, sales revenue for sundubu soup bases in 2024 (January to December) showed steady growth, increasing by 9.7% year-on-year.
In the sales revenue share ranking for the sundubu soup base category (January to December 2024), Marudai Food’s “Sundubu Mild,” which was the first to launch a retort type in Japan, ranked first with a 28.8% share. This was followed by “Sundubu Spicy” with a 19.6% share. The two products combined captured an overwhelming 48.4% share. Other products that made the ranking include “Sundubu Umami Spicy (changed to Umami Extreme Spicy),” which features spiciness within umami, and the single-serving type “Sundubu Mild 150g x 3 bags.”
Marudai Food’s “Sundubu” series is characterized by a rich flavor derived from beef tallow, pork extract, and its proprietary spicy seasoning “Tadegi.” Its manufacturer sales share in 2024 was 52.7%, maintaining the number one sales position for 17 consecutive years from 2008 to 2024 (*). In the latter half of 2024, the company implemented a brand renewal and engaged younger generations through tasting events and social media outreach.
In the autumn of 2025, the company will launch a new product, “Garlic Sundubu.” It contains more than double the amount of garlic compared to other products in the series, creating a taste where garlic is noticeable from the first bite. It pairs well with Chinese noodles, aiming to expand purchases through cross-selling. For promotion, the company will continue to utilize tasting events and social media to acquire new users.