Discount store chain E-mart is rumored to be collaborating with boy band EXO to launch “EXO ramen.”

The news spread after a leaked photo of the ramen package -- labeled “EXO Stir-fry Jjajang Ramen” -- went viral earlier this week.

While confirming that the group’s agency SM Entertainment was in talks with the retailer on making K-pop-themed products, E-mart officials said “the package was just a test model (to see how the collaboration would work). We haven’t decided on which category of food or product we’ll be collaborating on.”

According to the discount store chain, E-mart will develop products suitable for each SM idol groups, including Super Junior, SHINEE and Girls’ Generation.

While fans are excited with the news, industry insiders are casting doubts on the retailer’s success.

“Even if you add up sales of ramen products produced by three of the biggest discount chains and Pulmuwon, that is still only 4 percent of the local ramen market. Although they want to capitalize on the hallyu trend, it will be difficult to maintain high sales,” an industry watcher told local daily Joongang Ilbo on Wednesday.

Last year, Seoul recorded 2.16 trillion won ($1.77 billion) in total ramen sales, up from 2014’s 1.97 trillion won.

Of the total sales, Nongshim accounted for 61.6 percent, Ottugi 18.3 percent, Samyang Foods 11.4 percent and Paldo 8.7 percent.

(khnews@heraldcorp.com)