CreatripTeam

Daejeon’s local-branded instant noodle 'Kkumdori (dream-buddy)' sold over 1 million units about four months after its June launch, averaging roughly 7,700 packs per day. Regular packs accounted for about 924,112 units and cup-ramen 76,898 units. Officials credit the success to 'Daejeon-only' scarcity, nostalgic ties to the 1993 Daejeon Expo and the city’s science identity, and integrated on-site experiences (photo zones, city tours, midnight festivals) that turned visits into repeat purchases. A public celebration with games and giveaways is planned at Expo Citizen Square in November. The product is sold at local tourist sites, department stores, convenience stores and supermarkets across the city. Daejeon’s mayor said the milestone will help expand the city’s local brand value and create a virtuous cycle of consumption.