Europeans catch on to Korea's spicy ramyeon

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Europeans catch on to Korea's spicy ramyeon

Nongshim's Shin Ramyun and Tempura Udon cup noodles are sold at a discount mart in Interlaken, Switzerland on June 16. [KIM MIN-SANG]

Nongshim's Shin Ramyun and Tempura Udon cup noodles are sold at a discount mart in Interlaken, Switzerland on June 16. [KIM MIN-SANG]

 
Korean ramyeon brands are catching on in Europe.  
 
A stack of Nongshim’s Shin Ramyun cup noodles was displayed at a discount mart near Interlaken Ost station in Switzerland on June 16, waiting to be sold. The market is popular with tourists buying food and drinks before going to the top of the Jungfrau in the Swiss Alps. 
 
“People caught on to ramyeon during the Covid-19 pandemic so the supermarket is now selling many different Korean food products,” said a Korean tour guide living in Switzerland.  
 
Another supermarket in Lausanne had a bigger space allotted to Korea's Nongshim noodles than for Japan’s Nissin, despite a slightly higher price.   
 
“Shin Ramyun is one of the top-selling ramyeon brands, and because of the influence of K-pop and YouTube videos, there are many young consumers who are trying other varieties of spicy Korean ramyeon,” said a resident of Lausanne.
 
Rising exports of ramyeon boosted total exports in the agri-food category, according to a report released by the Korea Rural Economic Institute (KREI). 
 
Exports of agri-food reached 2.2 billion won in the first quarter, an increase of 11 percent on year. In that category, sales of ramyeon accounted for 180 million won, which rose by 15.9 percent. 
 

Sales in Europe showed a particularly sharp increase. Exports of agri-food to Europe hit $130 million in the first quarter, a 63.4 percent increase on year.
 
Nongshim’s Shin Ramyun is a steady seller both in and out of the country, bringing in around 70 billion won in sales every year. The product started being sold in a shop at the top of Jungfrau in 2013 and now is sold all over the place: at the base of the mountain and at COOP and Migros, two of Switzerland’s largest supermarket chains.  
 
“Due to the influence of factors such as K-pop and Jjapagrui [a mixture of two types of Nongshim instant noodles] appearing in the film "Parasite," local distributors are contacting us to supply Shin Ramyun,” said a spokesperson for Nongshim.
 
Samyang Foods, which makes the popular Buldak Ramen, is already selling its spicy ramen in the Netherlands, Britain, Sweden and Poland. European sales rose 78 percent on year in 2020 and 29 percent in 2021. This year, sales are expected to grow by over 30 percent.
 
In Germany, Samyang Foods sold its ramyeon from a food truck at an event held by Korea Agro-Fisheries & Food Trade Corporation in May. The truck was a hit.
 
“These days, there are many European customers purchasing very spicy ramyeon, unlike before,” said a spokesperson for Samyang Foods.
 
Even with inflations, local ramyeon manufacturers are in a sweet spot, analysts say.
 
“Despite rising global prices of wheat and raw material costs, companies will show better performances because they raised the price of ramyeon last year,” said Jang Ji-hye, an analyst at DS Investment & Securities. 
 
Samyang Foods sponsored a Buldak food truck at the KPOP.FLEX Korea Festival, held in Frankfurt in May. [SAMYANG FOODS]

Samyang Foods sponsored a Buldak food truck at the KPOP.FLEX Korea Festival, held in Frankfurt in May. [SAMYANG FOODS]


BY KIM MIN-SANG [cho.jungwoo1@joongang.co.kr]
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