GS25 turns mukbang creator Tzuyang's in-flight ramyun recipe into a real product

GS25 announced Wednesday it will launch "Tzuyang In-flight Ramyun," a new product developed in collaboration with mukbang creator Tzuyang, who has 13 million subscribers.

The product is based on a recipe Tzuyang introduced on a variety show as tasting "like ramyun eaten in a business-class cabin," which drew wide attention. GS25 conducted 15 rounds of testing to replicate the dish's deep, savory dried-pollack flavor and its clean, refreshing broth.

The broth combines dried pollack blocks and powder with radish and green onion for a light, clear taste, while cheongyang chili pepper flakes add a spicy kick. The noodle weight is 115 grams — about 35 percent more than a standard cup ramyun — and the product is priced at 1,950 won.

GS25 has been rolling out its "Big Eater Series" with Tzuyang since March. The seven collaborative products — including "BIG Honey Hotteok," "Double Serving Dakgangjeong" and "Strawberry-Loaded Parfait" — have sold a combined 2.5 million units in the three months since launch.

GS25 plans to expand strategic collaborations with creators going forward. Lee Gwan-bae, a GS Retail processed food team merchandise director, said the company will "actively pursue IP collaborations so that customers can taste the recipes they've encountered through content as actual products."