Cool Down This Summer with Unique Chilled Sundubu Suggestions

A Refreshing Summer Must-Try: Chilled Sundubu

As temperatures soar during the summer months, keeping meals cool and refreshing becomes increasingly important. In the spirit of convenience and health, Morangbong Co., Ltd., headquartered in Fuchu City, Tokyo, has introduced a compelling proposition: chilled sundubu, a delightful twist on a beloved Korean dish.

The Surge in Popularity of Sundubu

Sundubu, or soft tofu stew, has been rapidly gaining traction in Japanese households, with the sundubu soup market expected to grow by 104% in the fiscal year of 2024 compared to 2023. Consumers are increasingly drawn to this vibrant trend, and we believe three key reasons drive this growing popularity.

1. Health-Conscious Dining: Sundubu is predominantly made up of soft tofu, which is low in fat and high in protein, appealing to those prioritizing health.
2. Budget-Friendly Meals: The primary ingredient, tofu, along with additions like noodles, keeps meal expenses low while still delivering great taste.
3. Quick Preparation: With ready-made soup available, all it takes is adding ingredients and a brief heating time to create a comforting meal.

Hot or Cold: What Do You Prefer This Summer?

In Korea, there's a saying, "이열치열 (Iyeolchiyul)" meaning to combat the heat with heat itself. This philosophy promotes consuming hot dishes during hot weather. While Japan enjoys eel on the day of the ox, Koreans cherish samgyetang during summer heat. It's a unique opportunity to experience this cultural aspect through delicious sundubu.

The Challenges of Cooking in Summer Heat

A survey conducted in August 2024 revealed what burdens people most when preparing meals: rather than rising ingredient prices, many cited the discomfort of cooking in hot kitchens as a significant concern. In another survey asking about burdens felt when cooking during extreme heat, a surprising 85% of respondents felt the pressure. As such, no-cook, quick-prep meals will remain in high demand this summer.

Introducing Chilled Sundubu

In response to the summer heatwave, we propose a new way to enjoy sundubu – chilled! As the name suggests, this involves chilling the sundubu soup before serving. The addition of ice not only enhances the dish's cooling properties but also adds to the visual appeal. It’s the perfect solution for those looking to save time in the kitchen while staying refreshed on hot days.

Summer Limited Edition Packaging

To raise awareness of this innovative way to enjoy sundubu, we have launched a summer limited edition package that features the design element "Delicious Even When Chilled!". On the reverse side, you'll find an easy-to-follow recipe for preparing chilled sundubu. This new packaging will be available starting mid-June from our production.

Chilled Sundubu Variations

Explore various ways to savor chilled sundubu:

- Chilled Oden Sundubu
- Chilled Sundubu Udon
- Chilled Salad Sundubu

For detailed recipes, visit: Moranbong Recipe

Highlights and Lineup of the Sundubu Series

To explore the full range of the sundubu products, check out our Brand Page. We invite you to embrace this summer trend with chilled sundubu and discover the joy of enjoying Korean flavors while staying cool!