[Edaily Reporter Han Jeon-jin ] I’ll try anything and report back to you. I’m interested in not only new products but also products making a comeback. I avoid simple reviews. I’ll also explain why a product is popular and why it was launched. I’ll try everything from gum to steaks at high-end restaurants. If there’s something to eat, I’ll go anywhere. These are “self-funded” reviews where I use my own salary. <Editor’s Note>

Dried beef has long been a staple among drinking snacks. With its chewy texture and savory, salty flavor, it has held a place on drinking tables for many years. Recently, however, dried beef has been transformed into a snack. Nongshim(004370), which previously expanded its “Kkang” brand—known for its shrimp crackers—to include drinking snacks like dried pollack crackers, is now targeting adult palates once again with “Dried Beef Kkang.” Just how well has it managed to capture the flavor of dried beef in a snack?

“Spicy Beef Jerky Kkang” is a new product in the Kkang series launched by Nongshim on the 8th of this month. The price at convenience stores is 1,700 won (55g). According to Nongshim, this product follows in the footsteps of “Dried Pollack Kkang” and captures the unique savory umami and spicy flavor of beef jerky in a snack. It sold 1 million bags within just one week of its launch, prompting some retailers to limit purchase quantities. In fact, even on Nongshim Mall, the company’s official online store, purchases are limited to four bags per person.

As soon as I opened the bag, a salty-peppery aroma and a sweet scent reminiscent of gochujang seasoning hit me at the same time. The first impression was quite similar to that of opening a packet of seasoned beef jerky commonly sold at convenience stores. The snack is shaped like reddish-brown sticks about the length of an adult’s pinky finger. The surface is densely coated with pepper and seasoning, clearly showing the effort to make it resemble beef jerky.

When I put it in my mouth, the texture was similar to that of its predecessor,

. The surface is coated with a thin layer of seasoning, giving it a slightly chewy feel, but the moment my teeth bite into it, it makes a dull, crisp sound. Rather than the light, crisp crunch of “Shrimp Kkang,” it has the distinctive, hearty texture of “Moktae Kkang.” It’s also quite thick, so even a single piece has a substantial chew. When served on a plate, it looked more like a spread for a drinking party than just a snack.

The taste may differ from what you expect. It feels less like a recreation of dried fish jerky and more like a snack version (?) of it. If I were to compare it to a familiar flavor, the aroma is similar to “ Binggrae(005180) ” “Bacon Chips,” but the umami is much deeper and richer. In your mouth, the beefy flavor and sweet-and-salty seasoning spread first, followed by a subtle hint of pepper. Looking at the back of the bag, the beef jerky content is only 0.1%, yet it manages to mimic the impression of a “meat snack” quite well through aroma and seasoning alone.

Above all, it paired exceptionally well with alcohol. After eating a piece and taking a sip of beer, the refreshing sensation that cleanses the palate makes you reach for another. As the savory, salty umami of the jerky chips alternated with the smooth swallow of beer, it became clear why they were created as a snack to accompany drinks. The spiciness—which, despite the name “spicy,” is actually mild—is similar to or slightly milder than that of spicy shrimp chips. Even those who aren’t big on spicy food can easily enjoy them.

However, there were clear drawbacks. While the sweet-and-salty combination is appealing at first, it becomes somewhat monotonous as you continue eating. In particular, if you keep eating it as a snack without alcohol, the accumulated sweetness and umami can lead to a sense of fatigue. Since the texture isn’t particularly distinctive, it leaves the impression of simply being dried pollack sticks coated with jerky seasoning. While it might be satisfying if you’re looking for a unique snack to pair with a beer while camping or at home, it could feel a bit heavy if you’re expecting a light, casual snack.

The popularity of “Jerky Crisps” demonstrates that the center of gravity in the snack market is shifting from children to adults. Snacks that once targeted children’s pockets are now expanding their reach to become adult-oriented accompaniments enjoyed with alcohol. This is also a result of the declining child population due to low birth rates and the shift in the primary consumer base—those willing to spend on snacks—toward adults. It aligns with the current trend of salty and bold-flavored snack-style accompaniments becoming successive hits.

In fact, Nongshim’s recent product strategy focuses less on introducing completely new flavors and more on infusing familiar brands with new ingredients or trends. Rather than taking reckless risks, the company is leveraging its proven brand assets to deeply appeal to consumers’ tastes. The “Kkang” brand, which has spanned half a century, is expanding its product line from shrimp to dried pollack and now to beef jerky. The key question is whether Beef Jerky Kkang will establish itself as another long-standing brand, following in the footsteps of Dried Pollack Kkang.