Do you remember the ’national snack’ in our freezer back in the day?
- The secret to the success of ‘Gohyang Dumpling’, which dominated the frozen dumpling market for 30 years.
- The innovative strategy of ‘Bibigo Wang Gyoza’ that changed the market landscape.
- Four key trends that will lead the frozen dumpling market in the present and future.
The Dumpling War Started with One Bag
The sizzling sound and savory smell of dumplings cooking in a pan coated with oil. A single bag of ‘Haitai Gohyang Dumpling’ in green packaging was more than just food; it was a warm memory and a special snack.
However, this story is not just a nostalgic recollection. It is a journey to explore the significant changes in South Korean food culture and industry through the long reign of an absolute powerhouse synonymous with ‘dumplings’ and the emergence of a revolutionary challenger that finally rewrote the rules of the kingdom. The flow from Gohyang Dumpling to Bibigo reflects the portrait of South Korea as a cultural powerhouse captivating the world with premium quality after an era of standardization.
Chapter 1: In 1987, ‘Gohyang Dumpling’ Wrote the History of Frozen Dumplings
Dumplings for Special Occasions
Before 1987, dumplings were a labor of love made by families gathering on special occasions like holidays. A few companies produced frozen dumplings, but they were far from the public’s reach.
Opportunities Created by the Era: Refrigerator Proliferation and Economic Growth
In the late 1980s, South Korea experienced rapid growth leading up to the 1988 Seoul Olympics. As the dining-out industry blossomed and Western food culture flowed in, a decisive change occurred: the refrigerator penetration rate surpassed 90% per household. This new space called the ‘freezer’ provided the perfect stage for the birth of popular frozen foods.
The Revolution of the Green Bag
In 1987, Haitai Confectionery launched ‘Gohyang Dumpling’ with large-scale automated facilities, creating a new category called ‘frozen dumplings’.
- Technological Innovation: Mass production of shapes and flavors that resembled handmade dumplings using automatic molding machines.
- Marketing Innovation: The advertisement stating “A special meal that even Dad can make” accurately captured the changing family dynamics and the era’s demand for convenience foods.
The results were explosive. In its first year, it recorded sales of 20 billion won, successfully transforming dumplings from a ‘special food’ into ’everyday food enjoyed by everyone’.
Chapter 2: The Comfort of a 30-Year Empire and Competitors’ Survival Strategies
When ‘Gohyang Dumpling’ Was Synonymous with ‘Dumplings’
Gohyang Dumpling became a generic term for frozen dumplings. In 1988, Haitai claimed to set the market ‘standard’ by disclosing its mixing ratio, but paradoxically, this slowed down innovation.
Challengers Reading the Flow of the Times
While Gohyang Dumpling reigned, competitors targeted niches amid changing times.
- 1997 (IMF Financial Crisis): CJ CheilJedang’s ‘Baeksul Gunmandu’ gained popularity by emphasizing ‘value for money’ with added glass noodles.
- 2002 (Well-being Boom): Pulmuone popularized light ‘water dumplings’, growing as a significant player in the market.
- 2008 (Global Financial Crisis): Dongwon F&B opened the meal replacement market with its 70g ‘Gae-seong Wangmandu’, promoting ‘generosity’.
While competitors adapted to the times, the reigning Gohyang Dumpling gradually distanced itself from the flow of change, resting on its asset of being the ‘original’. There were customers, but there were no passionate fans of the brand. This became a decisive reason for losing the throne later.
Chapter 3: The Challenger That Upset the Game, ‘Bibigo Wang Gyoza’
“Not just better, but completely different”
In 2013, CJ CheilJedang, dreaming of ‘globalizing Korean cuisine’, launched ‘Bibigo Wang Gyoza’. The goal was not to create a ‘slightly tastier Gohyang Dumpling’, but to provide a ‘restaurant-level culinary experience’ at home, a completely new approach.
The Core of the Bibigo Revolution
Bibigo’s success was based on thorough R&D.
- Revolution in Filling: Instead of grinding ingredients, they maximized the texture and juiciness of the original ingredients through a ‘dicing’ process.
- Science of the Dumpling Skin: Achieved thin and chewy skin through a technique of kneading over 3,000 times.
- Size and Shape: The overwhelming size of 35g and wave-shaped pleats imprinted a ‘premium’ image.
- New Name: By naming it ‘Wang Gyoza’, they avoided direct comparisons with existing products and created a unique category.
Chapter 4: How Was the Throne Change Possible in Just One Year?
Bibigo Wang Gyoza achieved the remarkable feat of surpassing Gohyang Dumpling to become the market leader in just one year after its launch. The 30-year empire crumbled.
Decisive Reasons for the Fall
- Passion Gap: Gohyang Dumpling had only ‘customers’, while Bibigo created ‘fans’ who spread word-of-mouth through overwhelming taste. There were no loyal customers to uphold Gohyang Dumpling’s honor.
- Haitai’s Failure to Respond: Subsequent products merely followed Bibigo’s ‘premium’ paradigm, failing to regain market leadership.
- Global Halo Effect: Bibigo entered the U.S. market before Korea, defeating Chinese brands to claim the top spot. This success story instilled the perception of ‘world-class products recognized globally’ among domestic consumers, becoming the most powerful weapon to eliminate price resistance.
Comparison/Alternatives
Gohyang Dumpling vs. Bibigo Wang Gyoza at a Glance
| Feature | Haitai Gohyang Dumpling (Standard of Nostalgia) | CJ Bibigo Wang Gyoza (Premium Challenger) |
|---|---|---|
| Concept | Convenient and affordable ’national snack’ | Premium ‘restaurant-level cuisine’ enjoyed at home |
| Filling | Finely ground meat, vegetables, glass noodles | Diced meat and vegetables for superior texture and juiciness |
| Size (per piece) | About 13g | About 35g |
| Dumpling Skin | Standard and relatively thick skin | Thin and chewy skin kneaded over 3,000 times |
Four Major Battlefields Determining the Future
After the Bibigo revolution, the frozen dumpling market has entered a new phase. With Bibigo maintaining a 44% market share, competition for the second place is fierce. Beyond the stagnant domestic market, future growth hinges on four key keywords.
- Premiumization and Diversification: Competition for products satisfying segmented tastes such as shumai and dim sum is intensifying beyond just flavor.
- Health and Well-being (Vegan Revolution): With rising interest in sustainability, ‘vegan dumplings’ made from 100% plant-based ingredients are emerging as a new growth driver.
- Unique Collaboration Trend: Products collaborating with famous restaurants or special ingredients (like sea urchin) are stimulating the curiosity of the MZ generation.
- Global Territory Expansion: The largest battlefield. At the center of the K-food craze, ‘K-dumplings’ are the key driving force targeting the global market, with the domestic market serving as a test bed for global expansion.
Conclusion
The 40-year war between Gohyang Dumpling and Bibigo has led to the development of the frozen dumpling market in South Korea and the overall food culture.
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Key Summary
- Gohyang Dumpling: Captured the era’s opportunity of ‘refrigerator proliferation’ to open the ‘popularization of dumplings’, but became complacent with the ‘standard’ and stopped innovating.
- Bibigo: Changed the market landscape with new standards of ‘premium’ and ‘quality’, solidifying its domestic position through global success.
- Future: Now, the frozen dumpling war unfolds on a global stage beyond premium, vegan, and collaborations.
The bag of dumplings in your freezer is the result of this fierce history of innovation and competition. Looking back on this long journey, I can’t help but wonder, what is your ’life dumpling’? Share your stories in the comments.
References
- [Food Museum]① The Original Frozen Dumpling, Haitai ‘Gohyang Dumpling’ that Led Innovation Edaily
- Gohyang Dumpling CF - Dumpling Party Edition (1987) YouTube
- The Original Frozen Dumpling Gohyang Dumpling Sold 700 Million Bags Over 30 Years Hankyung
- Gohyang Dumpling Namu Wiki
- The Turnaround of Frozen Dumplings… Transforming with Modern History for Over 30 Years Kookmin Ilbo
- Why Did Haitai Gohyang Dumpling Give Up the Throne to Bibigo? The Scoop
- How Did Bibigo Wang Gyoza Innovate the Market? Brunch
- What CJ Did to Become Number One in the U.S. Dumpling Market [#CJOnAir] YouTube
- Last Year, Frozen Dumpling Market Only Grew 1%… Competition for Second Place is Fierce Chosun Biz
- Frozen Dumpling Market Report | Global Forecast for 2033 Business Research Insights