#Japan #Tokyo #Moranbong #Sundubu #Korean Wave

The Emergence of the Sundubu Market

In recent years, the popularity of Korean cuisine has surged, particularly the sundubu, or soft tofu stew, which is now a staple in many Japanese households. Moranbong Co., Ltd., based in Fuchu City, Tokyo, has recognized this trend and is responding with a new TV commercial set to air from October 6, 2025.

Moranbong's 'Sundubu Chigae Soup' series has seen a staggering 310% increase in sales since its renewal in 2022, marking three consecutive years of growth. The upcoming nationwide TV advertisement aims to introduce more people to the authentic taste of sundubu chigae, boosting awareness and enjoyment of this delightful dish.

Korean Wave and Its Impact on Food Culture

The Korean wave, known as the 'Hallyu', has now reached its fourth wave, significantly influencing various aspects of life in Japan, particularly within the culinary scene. The rise of dishes like cheese tteokbokki during the third wave paved the way for a variety of new Korean dishes to capture Japanese palates. According to Moranbong's latest research, the frequency of consuming Korean dishes at home has increased by 170% compared to 2015. This indicates a strong integration of these flavors not only in dining out but also on family dinner tables.

Among these dishes, the sundubu chigae stands out as a prominent menu item that has flourished alongside the Korean wave. Its simple yet savory ingredients, primarily made from tofu and various spices, resonate with the growing health-conscious food trend.

The Appeal of Sundubu Chigae in Autumn

As autumn approaches, the seasonal shift usually brings about a craving for hot pots and other warming dishes. However, the recent trends indicate a delay in the traditional hot pot season. Factors such as the continued rise in vegetable prices have contributed to a decline in pot soup sales during the critical September to October period in 2024. In contrast, the market for sundubu chigae soup has remained robust, indicating a unique upward trend. Here are two key factors driving this change:

1. Expense-Friendly Ingredients: The central component of sundubu, tofu, is known for its affordability, making it an easy choice for budget-conscious consumers. Additionally, its health benefits have made it a popular option.

2. Comfort Food Appeal: Sundubu chigae offers a warm, comforting soup that meets the needs of those longing for hot meals even in the warmer months. Surveys indicate that from 2023, the number of people wanting to indulge in hot dishes during the summer has increased by 5%. This has likely contributed to sundubu chigae's growing acceptance among consumers.

In response to these consumer trends, Moranbong is positioning sundubu as a comforting option suitable for the lingering summer heat. By promoting it as a dish that doesn’t require the typical hot pot season to enjoy, they aim to establish it as a year-round favorite.

Recommended Sundubu Dishes

Here are a couple of unforgettable dishes featuring sundubu chigae that you can try:

• - Moon Viewing Tteokbokki Sundubu Chigae: Enhance your sundubu stew with tteokbokki rice cakes for a burst of flavor and a hearty texture. Adding an egg offers a seasonal touch and makes it a complete, satisfying meal.

• - Korean-Style Skewered Oden Sundubu Chigae: This dish presents a fun twist by featuring all ingredients on skewers, mimicking the street food vibe of Korean markets. By skewering fried tofu in a wave-like manner, you can replicate the Korean fish cake known as "eomuk".

Product Highlights

Moranbong offers a variety of sundubu soup options to cater to all taste preferences:

• - Rich Spicy Sundubu Soup: A deep, flavorful blend featuring clams, crab, scallops, and seasoned shrimp for a bold and spicy experience.
• - Rich Mild Sundubu Soup: A creamy delight combining clams, seasoned shrimp, and tender chicken soup for a smoother taste profile.
• - Intense Clam Broth Sundubu Soup: A rich mix of clam broth, chili, seasoned shrimp, and aged gochujang, rounded out with vibrant spiciness.

Through their innovative approaches and relentless dedication to quality, Moranbong Co. is determined to continue spreading the love of sundubu chigae across Japan, reinforcing its status as a versatile and beloved dish throughout every season.