Nongshim's snack, Banana Kick, is not new in Korea. It has been a favorite for many years and for many Koreans. However, recently, around its 50th anniversary, the long-standing snack suddenly gained global attention boost. Nongshim, as a celebration of the snack anniversary, was already preparing to release the new product, Melon Kick. But an unexpected marketing boost accelerated the launch of Melon Kick even more.

© Jennifer Hudson Show

On March 10, Jennie, a member of the popular girl group Blackpink, appeared on the U.S. TV show The Jennifer Hudson Show and named Banana Kick as her "favorite snack". Holding up a package of Banana Kick, she said, "This has been my favorite snack since I was a child. It has a unique banana flavor". This caused a surge in interest for Banana Kick in the U.S. Nongshim later revealed that they were surprised by the appearance on the show, as it wasn’t a planned promotion.

© Instagram @dlwlrma

On March 24, a photo of singer-actress IU and child actress Kim Tae-yeon holding an oversized Banana Kick was posted on IU's fan community site. The snack in the photo featured the phrase Oh Ae-sun Kick instead of Banana Kick. Oh Ae-sun is the name of the character IU portrayed in the recently popular Netflix drama “When Life Gives You Tangerines”, where Kim Tae-yeon played the younger version of her character. The oversized Oh Ae-sun Kick had a label that read, "A rebellious girl who is like a mischievous potato," a reference from the drama.

© Nongshim

On April 2nd Nongshim announced that the new snack, Melon Kick, will be released on April 21st. Melon Kick is the latest addition to the Kick series, following the original Banana Kick released in 1978. It marks the first new product in the series in nearly 50 years. Nongshim also plans to release new fruit-flavored products by the end of this year, with the goal of cultivating the Kick series into a global brand. Furthermore, starting in the second half of the year, Nongshim plans to export Banana Kick and Melon Kick to markets in the U.S., Japan, and China.

© Nongshim

The newly released Melon Kick combines Korean melon and milk tastes to capture the sweet flavor typical of melon. Just like the original Banana Kick, it has a crispy texture that melts smoothly in the mouth, and it maintains the distinctive curved shape that defines the Kick series.

A Nongshim representative stated, "With the love we've received from domestic consumers over the past 50 years and the recent support from famous stars, we will use this momentum to develop the Kick series into a global brand with sweet fruit flavors and a smooth texture."

This is not the first time when K-pop stars help Korean snacks to gain more popularity in Korea and globally. Similar to how the Nongshim’s Banana Kick got attention boost after BLACKPINK Jennie’s mention, BLACKPINK Rosé’s mentions helped another one.

© LADbible Entertainment

Rosé is well-known for her love of Nongshim's Shrimp Crackers. Shrimp Crackers are crispy and savory, and their addictive texture makes it hard to stop at just one bag. In an interview, Rosé shared, " Shrimp Crackers are unbeatable, so I have no choice but to choose Korean snacks. I can't put Shrimp Crackers down. Shrimp Crackers win," expressing her deep affection for the snack. Thanks to their salty and savory flavor, Shrimp Crackers have gained huge popularity among K-pop fans overseas as well. As a representative snack of Korea, Shrimp Crackers are beloved by many fans around the world. However, the fact that Rosé influence was important there too is undoubted.