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Saeukkang (Korean: 새우깡; also called Shrimp Cracker) is a South Korean snack produced by South Korean company Nongshim since 1971. Around 90g of prawn crackers (around 4-5 sheets) are packaged in parchment paper.

History

Name

'Saeu' translates to shrimp in Korean. When Nongshim President Shin Choon-ho was looking for an appropriate name for the shrimp snack, he got an idea from his daughter mispronouncing Arirang (아라랑), pronouncing it 'Arikkang' (아리깡).

Development

The Nongshim company got ideas from the popular Japanese snack Kappa Ebisen made by Calbee. Nongshim spent more than a year attempting to reverse engineer the Kappa Ebisen snack and had particular difficulty with finding an appropriate temperature to cook the product. The company used large amounts of flour and shrimp during this process, using around 360 tons of flour.

Sales

Using the slogan We make our foods using our technology, Saeukkang was highly successful upon release and helped Nongshim, which previously had a low market share, to grow into what is now among the largest food and beverage companies in South Korea. Many trucks from all around South Korea traveled to Nongshim's factory in Daebang-dong to buy Saeukkang. Only three months after the initial release, Nongshim's sales had already increased by 350%. With their increased income, Nongshim was able to release other successful snacks: Banana Kick in 1978, Honey Twist Snack in 1979, and Potato Chip in 1980. As of 2013, Saeukkang's sales exceeded 7.5 billion packages. Saeukkang can now be found in 76 countries in stores like Walmart in the United States and Taobao in China.

Variants

Nongshim produces different variants of Saeukkang. Other than the standard package (90g), the company introduced different sizes of Saeukkang:

• Mini Saeukkang (30g)
• Deluxe Saeukkang (400g).

Nongshim also offers Saeukkang in different flavors:

• Spicy Saeukkang
• Rice Saeukkang
• Sweet & Sour Chicken Saeukkang

Marketing

TV CF

Lee Jong-suk, a Korean actor and model advertises Saeukkang .

Since the initial release of the snack, it has been advertised with the slogan "손이 가요~ 손이 가~새우깡에 손이 가요" (loosely translated as "Grab some here, grab some there. Grab Saeukkang anywhere". The slogan has been so successful that it is still used in Saeukkang ads today.

Fan Clubs

There are about 100 Saeukkang fan clubs in Korea's largest web portal, Naver, consisting of both younger and older generations.

Criticism

• In 2005, criticism rose as the snack's shape and packaging looked similar to the Japanese snack Kappa Ebisen.
• In 2008, there was a report from a consumer that a mouse's head was found in one of Saeukkang's packaging. However, Nongshim not only concealed the report for a month before a formal investigation from the Ministry of Food and Drug Safety in Korea(MFDS) began but also the company did not recall their product. MFDS researched Nongshim's factories in Busan and Qingdao and announced by April of the same year that they failed to find any problems with the manufacturing process.
• In 2010, rice worms were found in Saeukkang, and MFDS drew a conclusion that rice worms were not from product production, but they were from processes of distribution to retail stores.
• In 2019, Nongshim initially planned to stop using shrimp from Gunsan, South Korea for the production of Saeukkang due to sea pollution in Korea. As the company had been using shrimp from both the United States and South Korea, the company claimed that the Gunsan's shrimp quality had decreased since 48 years ago. However, due to protests and complaints from Gunsan fishermen and Congress, Nongshim decided to use the top 10% highest quality Gunsan shrimp.

See also

• Nongshim
• Snack
• Prawn Cracker
• Kappa Ebisen

References

1. A method that does not fry with oil, but fries with heated salt
2. "국내 최초 스낵 새우깡". www.yonhapmidas.com (in Korean). Archived from the original on 2024-09-03. Retrieved 2020-12-08.
3. "창업 원로들 "이것만은 내가 챙긴다"". Naver News (in Korean). Archived from the original on 2024-09-03. Retrieved 2020-11-24.
4. ^ "국민 스낵 '새우깡' 75억 봉 판매 돌파". 식품음료신문 (in Korean). 2013-05-19. Archived from the original on 2024-09-03. Retrieved 2020-11-24.
5. "Nongshim Shrimp Cracker Spicy, 2.64 Oz, 12 Ct". Walmart.com. Retrieved 2020-11-26.
6. "GLOBAL NONGSHIM". eng.nongshim.com. Archived from the original on 2020-11-21. Retrieved 2020-11-24.
7. "새우깡도 빼빼로도 '짝퉁'이었다". The Hankyoreh (in Korean). 2005-02-02. Archived from the original on 2023-08-05. Retrieved 2020-11-24.
8. "농심, '죽은 쥐 새우깡' 한달간 은폐-유통". www.viewsnnews.com (in Korean). Archived from the original on 2024-08-07. Retrieved 2020-11-24.
9. "식약청 "'생쥐깡' 中 제조공정 문제없다"". The Korea Economic Daily (in Korean). 2008-04-10. Archived from the original on 2024-09-03. Retrieved 2020-11-24.
10. "새우깡, 소매점 유통과정서 쌀벌레 혼입". 2014-08-08. Archived from the original on 2014-08-08. Retrieved 2020-11-24.
11. ""48년전 그 꽃새우가 아니다"···국산 포기한 '새우깡' 속사정". Naver News (in Korean). Archived from the original on 2020-12-01. Retrieved 2020-11-24.

External links

• Nongshim Saeukkang's Official Website (USA)

• Brand name snack foods
• Food brands of South Korea
• Nongshim brands
• Products introduced in 1971
• South Korean snack foods