Soybean Paste in South Korea: Domestically Sourced Ingredients Trend in 2024

The market for South Korea’s soybean paste, known locally as doenjang, is vibrant and evolving with innovative products and new launches. These products blend traditional flavors with domestically sourced ingredients, maintaining their cultural significance. Soybean paste remains a staple in Korean cuisine, widely used in soups, stews, and sauces. The rising interest in fermented foods, fueled by health-conscious consumers, is aligning with the growing recognition of doenjang's benefits. Rich in proteins, vitamins, and essential amino acids, soybean paste is also valued for its probiotic properties, which promote gut health.

To capitalize on the current consumer trend, many manufacturers and brands are introducing innovative products that preserve the traditional essence of soybean paste while enhancing its nutritional profile. A notable example is Otoki, formerly known as Ottogi, which launched Ppaegaejang Doenjang Guk on October 14, 2024. This product was developed in collaboration with Jukjangyeon, a premium traditional soybean paste brand, showcasing a blend of authentic flavors and improved health profiles.

Figure 1. Ppaegaejang Doenjang Guk

According to Agricultural Corporation Jukjangyeon Co., Ltd, Jukjangyeon is a premium soybean paste brand crafted entirely from 100% domestically produced ingredients in Jukjang-myeon, Pohang-si, South Korea. The product is made using crops such as soybeans and peppers grown 450 meters above sea level, along with clean water and Shinan sea salt. Jukjangyeon follows traditional production methods, ensuring an authentic taste. Its use of domestically sourced ingredients not only guarantees adherence to South Korea’s strict food safety standards but also maintains high quality and traditional flavors, making it highly appealing to consumers.

Figure 2: Jukjangyeon Premium Traditional Soybean Paste

Ppaegaejang Doenjang Guk also features ppagaejang, a type of doenjang made by mixing barley, rice and red pepper seed powder after breaking up the meju without undergoing a second fermentation. This process results in a savory yet refreshing soup with reduced saltiness while retaining its spiciness. The product stands out for its chewy texture and rich flavor, further enhanced by adding tender chadol-yangji (beef brisket) and domestically grown radish. These ingredients deepen the flavor as well as boost the nutritional value of the product.

This type of soybean paste is referred to as "lokonomy," a term that combines "local" and "economy" to describe products that highlight regional characteristics. In the spring of 2023, Otoki and Jukjangyeon launched a limited edition of Ppakgaejangmyeon, a ramen infused with the savory flavors of traditional ppakgaejang and Hongseong spring onion. This ramen was crafted using authentic ppakgaejang alongside Jukjangyeon’s premium traditional soybean paste. Due to its increased demand, the product was relaunched in the spring of 2024 to meet the growing demand from consumers seeking lokonomy products. In response to this trend, the two manufacturers further innovated and introduced Ppaegaejang Doenjang Guk.

In conclusion, the soybean paste market in South Korea in 2024 is defined by a blend of traditional flavors and innovative products made from domestically sourced ingredients. Otoki highlights that consumers are increasingly drawn to soybean paste products labeled as "traditional," "homemade doenjang," and "countryside doenjang." To capitalize on this trend, manufacturers need to focus on creating more soybean paste varieties featuring domestically produced ingredients to resonate with South Korean consumers. Additionally, as health consciousness rises among consumers, enhancing the nutritional profiles of these products is essential. Manufacturers should also explore the development of fusion soybean paste-based products that are ready-to-use and ready-to-eat, such as sauces and dips, catering to the busy lifestyles of younger consumers.