Companies aim to tap ramyeon's ever-growing popularity

Industry

Published: 01 Sep. 2023, 19:09 Updated: 01 Sep. 2023, 19:50

Companies aim to tap ramyeon's ever-growing popularity

A shopper browses the ramyeon section at a large supermarket in downtown Seoul on Friday. [NEWS1]

Exports of Korean ramyeon surpassed the $500 million mark for the January to July period in 2023, setting a new record for the country's staple food.

Making the milestone more special is the 60th anniversary of the food item's initial launch in Korea in September.

Data compiled by the Korea Agro-Fisheries & Food Trade Corporation (aT) and the Customs Service on Friday showed that the export value of Korean ramyeon was $520.22 million during the January-July period. This is a 17.7 percent increase compared to the same period last year.

Ramyeon exports have been on a steady rise since 2015. In July alone, the cumulative export volume increased more than fourfold from 30,305 tons in 2015 to 134,791 tons in 2023. Its success in the global market can be attributed to its association with Korean culture, including movies and K-pop stars, and its popularity as a convenient meal option in the face of the global Covid-19 pandemic has also played a significant role.

Nongshim's Chapaguri parody poster inspired by the movie "Parasite" (2019) [NONGSHIM]

Nongshim's products garnered international attention thanks to "Chapaguri," a mix of the company's Neoguri and Chapagetti products that featured in the multi-Oscar-winning film "Parasite" (2019). Nongshim subsequently launched it as an official product.

"Korean ramyeon focuses on rich flavor and ample nutrition with its soup base and vegetable mix, positioning it as a 'complete meal' akin to pasta. In contrast, many foreign ramen brands offer lighter and simpler compositions, often in cup noodles," a Nongshim spokesperson said. "The popularity of Korean culture, with 'Parasite' winning multiple global awards and BTS' influence, further contributed to Korean ramyeon's growth."

The global reach has expanded even further via social media platforms.

Jimin of BTS, left, eating Samyang Foods' Buldak Ramen during a 2018 V Live broadcast [SCREEN CAPTURE]

For example, Samyang Foods' "Buldak" brand gained international recognition as world-famous figures like BTS member Jimin and Blackpink's Rosé endorsed the product. The "Fire Noodle Challenge" also went viral on social media, further promoting the brand.

"With the 'Fire Noodle Challenge,' where people take on the Buldak noodles, becoming a trend, it is now an iconic challenge that nearly everyone should try at least once," according to a Samyang Foods spokesperson. "It has also transformed the product into a K-Food symbol."

Leading ramyeon companies in Korea are expanding their production facilities to meet the increasing demand.

Nongshim recently inaugurated its second factory in the United States to meet overseas demand and plans to begin construction on a third factory by 2025. Chairman Shin Dong-won has set a goal to triple the company's current annual revenue in the U.S. market to $1.5 billion by 2030, aiming to secure the top spot in the local ramen market.

Samyang Foods followed its inauguration of a factory dedicated to export products in Millyang, South Gyeongsang, in May with a decision to construct a second factory on the same site.

BY SEO JI-EUN [seo.jieun1@joongang.co.kr]