HOW SOUTH KOREA’S BULDAK NOODLES SET THE WORLD ON FIRE – AND WHAT MALAYSIA CAN LEARN

By Nabilah Saleh

SEOUL, April 22 (Bernama) -- What began as a daringly spicy noodle in South Korea has become a global food icon -- and Samyang Foods Inc is showing no signs of slowing down.

With exports surpassing 1.34 trillion won (US$1 billion) in 2024, the brand behind the iconic Buldak Bokkeummyeon has ignited taste buds, trends, and trade charts in over 100 countries — including Malaysia.

Speaking exclusively to Bernama, Seoul-based Samyang Foods Inc attributed the export surge -- up 65 per cent from the previous year -- to the company’s laser focus on consumer reactions. 

“We created the taste of the street food that foreign visitors used to gather around in Myeongdong. Based on this experience, we have set a goal to spread Korea’s spicy flavour globally,” said the company.

According to Yonhap News Agency, exports accounted for 77 per cent of Samyang Foods’ total revenue, which reached 1.73 trillion won in 2024.

Samyang’s momentum was further bolstered by the Buldak Challenge, a social media phenomenon that began in 2014 and sparked international curiosity about Korean spicy ramen. 

Samyang Food Inc said the virality of the Mukbang Challenge had significantly boosted brand visibility and led to stronger digital marketing strategies.

The company also credited its proactive approach to halal certification as a key to penetrating Muslim-majority markets, including Malaysia and Indonesia.

“This strategic step helped us broaden our reach and diversify product offerings, including flavours inspired by Thai cuisine and halal-compliant snacks,” it said.

Samyang Food Inc further noted that the global demand for spicy noodles has contributed positively to South Korea’s food export sector.

The United States (US) and China remain among Samyang’s most influential export destinations.

The US market, bolstered by the Mukbang trend and a growing interest in Asian flavours, saw accelerated demand, while China’s appetite for spicy food — combined with the brand’s localisation strategy -- drove rapid growth.

“The popularity of Buldak has introduced Korean spicy food culture to the world, particularly among younger generations. It has also enhanced the international perception of Korean cuisine,” the company added.

To meet global demand, Samyang Food Inc is expanding its production infrastructure, including the construction of its first overseas plant in China, scheduled for completion by 2027.

Asked about lessons for Malaysian manufacturers, the company emphasised the importance of authenticity. 

“Buldak succeeded due to its originality. We didn’t push the trend -- we allowed the spicy culture led by consumers to thrive organically. Malaysia’s cuisine has the same global potential,” it said.

Samyang also offers variants tailored to different regional preferences, including cheese, carbonara, and country-specific flavours like Poo-Phad-Pong Curry in China.

While the Scoville scale -- a measurement used to quantify the pungency or spiciness of chili peppers and other substances -- remains the standard for gauging spiciness, the company continues to adapt its products to suit consumer preferences and meet safety regulations in each market.

Beyond product innovation, Samyang highlighted its commitment to corporate social responsibility (CSR), including the development of eco-friendly production systems, nutritionally balanced foods, and community-based initiatives.

“We are committed to sustainable growth in harmony with nature,” it said.

From its humble beginnings in Seoul’s food alleys to reaching homes in over 100 countries, Samyang’s global journey is viewed as a case study in strategic branding, cultural export, and responsive innovation.

-- BERNAMA