Lokacin da Kunci Ya Haifar da Sabon Fasaha... Caca Mai Hadari ta Shugaban Kamfani
A shekarar 2011, ka yi tunanin kana gudanar da kamfanin da ya kirkiro ramen a Koriya a karon farko a shekarar 1963. Kamfaninka, wanda a da ya kasance mai jagoranci a masana'antar abinci, yanzu ya fadi zuwa matsayin 'na biyu har abada' ba tare da wani tasiri ba. Abokan hamayya sun mamaye kasuwa, kuma alamar ba ta tsira daga hoton 'abincin kakanninta.' Matsalolin kudi suna karuwa, kuma jin rashin nasara yana yaduwa a ofishin yayin da ma'aikata ke shirin gyara takardun aikinsu a hankali.
Wannan shine ainihin fuskar Samyang Foods a lokacin. A da, a matsayin ramen na kasa, yanzu ya zama kamfani da ke rike da kusan wani kusurwa na manyan shafukan kasuwa.
Sai lokacin da zai canza komai ya zo. Ba a dakin taro ba, amma a cikin titunan Myeongdong a tsakiyar Seoul.
Gane a Myeongdong... Lokacin da Zafi Ya Zama Nishaɗi
Kim Jeong-soo, wanda a lokacin shine mataimakin shugaban Samyang Foods (matar ɗan asalin wanda ya kafa), ta tafi siyayya a Myeongdong tare da ɗiyarta ta makarantar sakandare kuma ta shaida wani abin mamaki. A gaban wani ƙaramin gidan abinci akwai dogon layi mai ban mamaki. Saboda sha'awa, ta shiga ciki.
A ciki, matasa da matasa suna cin kajin gishiri mai zafi. A'a, don ainihin, suna 'jin zafi.' Fuskokinsu sun juya ja kamar tumatir, kuma gumi yana zuba daga fuskokinsu kamar ruwan sama. Sun yi numfashi da wahala kuma suna sha ruwa. Amma... suna yin dariya. Sun kasance suna jin dadin lokacin rayuwarsu.
Mataimakin Shugaba Kim ta yi rubutu cikin gaggawa. "Abincin gishiri ba kawai dandano ba ne. Hakanan yana rage damuwa. Hakanan yana nishaɗi. Hakanan yana kalubale."
A cikin wannan ƙaramin gidan abinci, tana kallon matasan Koriya suna canza zafi zuwa jin daɗi, ta ga makomar. Me zai faru idan muka yi ramen mai zafi fiye da kowa a duniya? Me zai faru idan muka kawar da broth gaba ɗaya kuma muka yi bomb din wuta tare da noodles busassu?
Ƙungiyarta ta yi tunanin cewa tana da hauka.
Dakin Gwaji na Zafi: Kaji 1,200 da Ton 2 na Sosa
Bayan dawowa ofishin, Mataimakin Shugaba Kim ta bayar da umarni wanda za a iya bayyana shi a matsayin masochism na abinci a matsayin tsarin kamfani. "Bincika duk shahararrun gidajen abinci masu zafi a fadin ƙasar. Saya sosa kuma ka dawo da su."
Ƙungiyar binciken ta yi ta bincika ƙasar don gidajen abinci na kajin wuta, wuraren gishiri, da shagunan tteokbokki masu kama da dutsen vulkan, suna tattara samfuran. Sun shigo da barkono daga ko'ina cikin duniya. Barkono na Vietnam, habaneros na Mexico, barkono na Indiya (Bhut Jolokia), da sosa Tabasco a cikin lita.
Manufar? Don tsara zafi da za a iya tunawa da shi amma ba ya kai mutane asibiti.
Farashin ya kasance mai tsanani. A cikin tsarin R&D, an yi hadarin kaji sama da 1,200. An gwada ton 2 na sosa mai zafi. Masu binciken sun haɓaka cututtukan gastrointestinal na dindindin. Wasu sun roƙi a yi musu rahama. Wani mai bincike ya ce, "Don Allah, kawai ku kashe ni."
Mataimakin Shugaba Kim ta ƙi yarda da jinkiri. "Idan dandanon yana da matsakaici, ba zai tsaya a cikin tunanin mai amfani ba."
Bayan shekara guda na azaba na abinci, sun kai ga lambar sihiri. Scoville index 4,404 SHU—kusan sau biyu na wanda aka fi sayar a Koriya, Shin Ramyeon.
A watan Afrilu 2012, Fire Chicken Noodles ta taso.
Samfurin da Kowa Ya Kiyayye (A Farko)
Martanin farko shine... ba mai karfafa gwiwa ba.
"Wannan ba abinci bane ga mutane."
"Na kusan zuwa asibiti."
"Shin wannan ba makamin kwaya bane?"
Har ma manyan dillalai sun ƙi ɗaukar sa. "Yana da zafi sosai don sayarwa." Ma'aikata sun yi murmushi cewa za a daina sayar da shi cikin watanni.
Amma Mataimakin Shugaba Kim yana da tabbaci. Ya yi imani cewa kasuwar niche na 'masu son abinci mai zafi' za ta yada wannan samfurin.
Ya yi daidai. Duk da haka, masu yada labarai sun bayyana a wurare da ba a zata ba.
YouTube... Zafi Ya Zama Zinariya Mai Yaduwa
Talla ta gargajiya ba ta iya ceton Fire Chicken. Intanet ta ceci shi.
A farkon shekarun 2010, YouTube yana haɓaka sosai a matsayin dandamali don kalubale masu yaduwa. Labarai sun yadu. "Akwai ramen a Koriya wanda ke da zafi sosai." Masu amfani da YouTube daga kasashen waje sun fara daukar kansu suna ci.
Mafi shahararren lokacin shine lokacin da mai amfani da YouTube na Birtaniya Josh daga Korean Englishman ya sa abokansa na London su ci Fire Chicken. Martaninsu—fuskoki ja, suna neman madara da gaggawa, shakku game da rayuwa—sun yi miliyoyin kallo.
A cikin lokaci, cin Fire Chicken ba kawai abinci bane. Ya zama hanyar gwaji. Gwajin jarumta. Alamar girmamawa.
#FireNoodleChallenge ta taso kuma ta yadu kamar wuta a duk faɗin nahiyar. Matasa a Texas, ɗalibai a Stockholm, iyalai a Jakarta—duk sun dauki kansu suna jin zafi da jin daɗi.
Samyang Foods ta kashe kusan babu kudi a kan tallan duniya. Masu amfani sun yi hakan a madadinsu. Wannan shine tallan yaduwa na gaske kafin ya zama cliché.
Tsarin Zafi... Gina Daular Ta Hanyar Juriya ga Zafi
Ba su huta a kan nasarorin su ba. Samyang ta gane cewa kowa yana da iyakokin zafi daban-daban kuma ta kirkiro Scoville Ladder.
Mataki na Farko:
Kaji Mai Wuta na Carbonara (Mai Cream, ga masu jin tsoro)
Kaji Mai Wuta na Kyakkyawa (Ga waɗanda ke cewa barkono yana da zafi)
Na Al'ada:
Kaji Mai Wuta na Asali (4,404 SHU - maganin shigarwa)
Na Kwararru:
Kaji Mai Wuta na Nuclear (Mai zafi sau biyu)
Kalubale! Fire Chicken Bibim Noodles (12,000 SHU)
Matakin Hauka:
Kaji Mai Wuta na Nuclear 3x Spicy (13,000 SHU - wanda aka haramta a Denmark)
Eh. Ka karanta wannan daidai. Hukumar Kula da Abinci ta Denmark ta bayar da umarnin janyewa tana cewa zai iya haifar da guba mai tsanani. Martanin intanet? "Denmark ba za ta iya jure mu ba." Sayarwa ta tashi.
Masu Amfani Masu Kwarewa... Lokacin da Abokan Ciniki Suka Zama R&D
A nan, wani abu mai ban sha'awa ya faru. Zafin da ya yi yawa na Fire Chicken ya zama babban dukiya. Ya canza masu amfani zuwa masu kirkira.
Masu Amfani Masu Kwarewa (modify + consumer) sun bayyana—mutane da ke watsi da hanyoyin dafa abinci suna ƙirƙirar nasu girke-girke.
Legendary 'Mark's Recipe': An sanya sunan wannan girke-girke bayan idol na GOT7 Mark, wannan girke-girke ya zama abin mamaki a shagunan convenience.
Dafa noodles na kwano
Hada da tteokbokki mai girma
Kara duk sosa na Fire Chicken noodles
Sanya da sausage da cuku mozzarella
Dafa har sai cuku ya narke
Wannan haɗin—mai zafi, mai zaƙi, mai gishiri, mai laushi—ya kasance mai jawo hankali har ya canza tsarin sayarwa na shagunan convenience a duk ƙasar.
'Hanyar Kujirai': (wanda aka yi wahayi daga manga na Jafananci):
Dafa noodles a cikin madara maimakon ruwa
Kara kwai mai laushi a tsakiya
Sanya da cuku da albasa. Sakamakon: Zafin yana zama mai laushi, yana mai da shi mai sauƙi ga 'masu jin tsoro ga zafi.'
Cream Carbonara Risotto: Masu amfani da YouTube sun canza ragowar broth zuwa risotto na salatin ta hanyar ƙara shinkafa, bacon, madara, da cuku parmesan.
Samyang ta kalli, ta koya, kuma bisa ga gwaje-gwajen abokan ciniki, ta kaddamar da Carbonara Fire Chicken. Uniti miliyan 11 an sayar a cikin wata guda.
Wannan shine C2B Innovation—masu amfani suna haɓaka (Consumer), kuma kasuwanci yana kasuwanci (Business).
Lambobi Ba Su Yi Karya Ba... Daga Gazawa Zuwa 1 Trillion Won
Canjin Samyang yana da ban mamaki.
2023 Revenue: 1.728 trillion won
Operating Profit: 344.6 billion won (133% karin daga shekarar da ta gabata)
Export Proportion: 77% na jimlar kudaden shiga—fiye da 1 trillion won daga kasashen waje kawai
Kamfani da ba zai iya shiga kasuwar cikin gida ba ya zama mai karfin fitarwa. Fire Chicken Noodles yanzu ana sayar da su a ƙasashe sama da 100. Mafi sayarwa a Indonesia, Malaysia, Amurka, da duk faɗin Turai.
Don shiga kasuwar Musulmi, Samyang ta sami takardar shaidar halal. Mataimakin Shugaba Kim ya bayyana, "25% na yawan al'ummar duniya Musulmi ne. Idan ba za su iya cin abinci cikin kwanciyar hankali ba, ba mu kamfani na duniya na gaskiya ba."
Tambayar Jagoranci... Shin Nasara Zata Haifar da Karin Nasara?
A cewar wani bincike daga Jami'ar Seoul, shugabannin dogon lokaci suna kawo kwanciyar hankali da amana, suna ƙara inganci. Duk da haka, a tsawon lokaci, suna fuskantar haɗarin faɗawa cikin 'tushen nasara' da ƙin sabbin abubuwa.
Mataimakin Shugaba Kim ya karya wannan tsarin. Maimakon huta a kan girmar Fire Chicken:
Cikakken sabuntawa na ƙungiya (an canza sunan zuwa Samyang Round Square)
Faɗaɗa zuwa kiwon lafiya da biotech
Horon magajin zamani Jeon Byeong-woo (tallafawa abinci na musamman da furotin na shuka)
Tambayar ba ita ce ko Samyang za ta iya ci gaba da Fire Chicken ba. Shin za su iya ƙirƙirar sabuwar Fire Chicken?
Gado... Karɓar Wahala a Matsayin Manufar Kamfani
Nasarar Fire Chicken ba kawai misalin kasuwanci bane. Wani al'adar al'adu ne. Labarin wani kamfani a kan gaban keta ya gano ceto ba ta hanyar hanya mai lafiya ba amma ta hanyar karɓar hankali.
Akwai darussa guda uku.
1. Rashin Samun Abinci yana haifar da jarumta. Lokacin da babu abin da za a rasa, duk ka'idoji za a iya karya su.
2. Yi haɗin gwiwa tare da abokan ciniki. Kada kawai sayar da kayayyaki; ƙirƙiri filin wasa inda masu amfani za su zama abokan haɗin gwiwa.
3. Tabbas ya fi yarda. Mataimakin Shugaba Kim ya watsi da masu zargi, dillalai, har ma da ma'aikatan sa. Ya yi imani da hangen nesa lokacin da babu wanda ya yi.
A yau, a wani wuri a duniya, wani matashi yana jin zafi ta hanyar kalubalen Fire Chicken, yana sanya shi a TikTok, yana zama wani ɓangare na al'umma ta duniya da aka haɗa ta hanyar zafi na gangan.
Abin da aka kirkiro daga kaji 1,200 da rashin jin daɗi da yawa ba kawai samfur bane amma alamar al'adu—alamun ƙarfin Koriya, ƙin gajiya, da niyyar sa duniya ta yi zafi.
Shin za a sami "sabon Fire Chicken"? Babu wanda ya san.
Amma muddin Samyang tana da DNA na sabbin abubuwa da aka haifar daga gaji, wutar za ta ci gaba da ƙonewa.
Kuma duniya? Duniya za ta ci gaba da neman madara.
