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Samyang‘s Buldak legacy paves the way for U.S. expansion

Collected: 2024.03.06

Distributed: 2024.03.07

Source: Go Direct

[Courtesy of Samyang Foods Co.]

Well-known for its globally popular spicy fried noodles, Samyang Foods Co. recently sought to extend its product reach in the United States by opening a local subsidiary.

The company began a hiring campaign in the second half of 2023 for sales and marketing employees in the subsidiary Samyang America, with a focus on enhancing its retail network across the United States.

Samyang Foods has experienced a surge in overseas sales since 2016 after its stir-fried dry noodles went viral on social media and YouTube thanks to the Fire Noodle Challenge, which became a global trend.

The food manufacturer hit some remarkable milestones in 2023 by earning more than 1 trillion won ($749 million) in combined Korean and international sales, with 100 billion won in operating profit.

Samyang Foods has increasingly tailored its products to cater to diverse regional tastes, with Buldak fried noodles accounting for 80 percent of its overseas sales.

The products for exports released by the company include ’Buldak Ramen Tom Yum‘ and ’Habanero Lime Buldak Fried Noodles,‘ targeting the Asian and Hispanic communities in the United States respectively. The company also expanded its product range beyond spicy noodles by launching Tangle, a brand of dried noodles exclusively for international markets.

The efforts have yielded remarkable results, as demonstrated by steady sales growth in the United States and a remarkable 45.7-fold increase in sales for its Japanese subsidiary during the first three quarters of 2023.

By Kim Geum-yi and Han Yubin

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