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.
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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.
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