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THE TREND OF “NEW-TRO” IN THE FOOD INDUSTRY

기사승인 2019.08.31  20:08:48

공유
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The New-tro wave is sweeping over in Korean food industry. The past products are attracting attention as the New-tro trend, contributing to sales growth. 

‘New-tro’ is a new word that combines new and retro. It refers to a culture of reinterpreting and consuming trendy designs or products in new ways.

Hite Jinro launched “Jinro(Jinro is back)”, a new soju following the new-tro trend, and sold more than 10 million bottles.

 

   
▲ ▲ "진로이즈백" 이미지사진출처 = 하이트진로

Food brand Nongshim's 'Happy Ramen' also sold 8 million units in 22 days. Happy Ramen was first introduced in 1982 and was discontinued in 1991 and revived in 20 years.

 

   
▲ ▲ "해피라면" 이미지사진출처 = 농심

Products with analog sensibility are stimulated by fragrances in 3040 generations and are recognized as fresh products by the younger generation.

Also, R&D and marketing costs are high for new product launches, but new-tro products make only a little changes in packages and ingredients. So the company benefits in terms of cost.

“What’s old is new to this young generation,” said Kim Nan-do who is a Seoul National University professor. He said “New-tro does not stop at re-enacting the past. It goes further and reinterprets it from a present perspective for a generation that hasn’t lived it.”

Lee Soo-Been sb961121@kw.ac.kr

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