Breaking Global Barriers and Returning Home: The Re-import Story of K-Ramyeon [Matjalal X-File]

Nongshim's 'Samgyetang Sabalmyeon' Gains Attention as Limited Re-import
Overseas-exclusive Product Launches Accelerate, Interest Grows via SNS
Hangeul on Packaging Becomes a Symbol of Premium Quality

At 11:30 a.m. on the 19th, I received a restock alert from Coupang. It was news that Nongshim’s ‘Samgyetang Sabalmyeon,’ which I had registered for notifications a few days prior, was available for sale again. I immediately placed an order and successfully completed the payment. Right after, I purchased another product that the instructions said would pair well with the noodles. However, when I returned after just one minute, it was already marked as “temporarily sold out.”

Nongshim’s ‘Samgyetang Sabalmyeon,’ which was first launched exclusively for the Japanese market in June, has recently been attracting attention in South Korea. This cup noodle recreates the taste of samgyetang by combining chicken broth with the aroma of ginseng. After trying it locally, Japanese travelers posted reviews about it on social networking services (SNS), which helped it go viral among Korean consumers. After hearing the news, I decided to purchase it myself.

Nongshim first launched 'Samgyetang Bowl Noodles' in Japan last June and recently started limited sales in Korea. Photo by Jeong Hyunjin

Since early August, Nongshim has been selling this product in limited quantities through its own online store and Coupang for South Korean consumers. Due to restricted supply, it has even appeared on the secondhand market at prices three to four times higher than the retail price. Considering high consumer demand, Nongshim reportedly decided to release more units than originally planned for sale.

Naturally, this has raised hopes that the product may become officially available in Korea. However, the company says there are still no concrete plans for a full-scale domestic launch. It appears the final decision will be made after weighing various factors, including customer feedback and additional demand.

The global popularity of K-ramyeon shows no signs of slowing down. As people from a diverse range of backgrounds and palates seek out K-ramyeon in different parts of the world, Korean noodle companies are intensifying efforts to develop products that cater to local tastes. As a result, there is an increasing trend for overseas-exclusive products to become well-known among Korean consumers, often by word of mouth after locals try them abroad. In this installment of Matjalal X-File, we summarize the stories of K-ramyeon products developed for foreign markets and their “re-importation” back into Korea.

Overseas-exclusive Products Used to Focus on Reducing Spiciness; Now Developed with Local Tastes in Mind

According to industry insiders on August 23, major domestic ramen companies have been releasing a series of overseas-exclusive products this year.

Between January and July this year, Nongshim launched 10 kinds of products solely for overseas markets. In June, it introduced ‘Samgyetang Sabalmyeon,’ ‘Budae Jjigae Sabalmyeon,’ and ‘Gomtang Sabalmyeon’ in collaboration with Seven-Eleven Japan. In North America, the brand rolled out the ‘Ramen Chef’ series, as well as ‘Saengsaeng Udon Cream Curry,’ among others. These overseas-exclusive products are currently sold in the US, China, Japan, Australia, Hong Kong, and more.

Samyang Foods also released six overseas-exclusive products this year for markets including the United States, Japan, and Thailand. In Thailand, it launched the ‘MEP Gochujang Padcha Stir-fried Noodles’ and ‘MEP Korean Chili Crab Stir-fried Noodles.’ In Japan, it introduced ‘Buldak Curry Medium Spicy’ and ‘Buldak Curry Extra Spicy.’ In the US, the company released ‘Carbo Buldak Mac and Cheese’ and ‘Sweet Corn Buldak Mac and Cheese.’ By leveraging the globally popular Buldak brand, Samyang Foods has established a steady pipeline of new releases.

Korean ramen companies first began developing overseas-exclusive products in the 1970s, mainly as a way to accommodate local food culture and regulations. For example, when exporting to the US or Japan, these firms lessened the spiciness; for Middle Eastern countries, they introduced halal recipes by omitting pork. Starting in the 2000s, this approach gradually shifted. Instead of just lowering the spiciness or dealing with local regulations, companies now roll out new products that reflect local eating habits and sometimes create exclusive brands for certain regions.

A representative from Samyang Foods said, “As global demand for K-ramyeon grows, developing overseas-exclusive products now involves incorporating the tastes and trends of each individual country during the planning stage. There are also more cases of launching products planned by local distributors or offering limited editions.”

From SNS Buzz to Domestic Shelves: Products Returning Home

There are also cases where products initially launched for overseas markets make their way back to South Korea. Thanks to faster news circulation via SNS, awareness of overseas-exclusive product launches spreads quickly at home, driving up consumer interest and demand. Companies are increasingly considering this domestic response when deciding whether to introduce these products in Korea.

Nongshim’s ‘Shin Ramyun Gold,’ which made its official domestic debut in January this year, stands out as a prime example of a “re-import” success. Originally sold as ‘Shin Ramyun Chicken’—an overseas-exclusive product offered in the UK, Australia, Malaysia, and other markets since 2023—this chicken broth-based ramen was brought back to Korea and added to the official lineup. Within just one month of its launch, it sold 10 million packs, quickly gaining market traction.

A Nongshim official stated, “There is a growing trend of major Korean retailers requesting imports of products made for the US and Chinese markets. While there may be slight adjustments to taste depending on domestic ingredients and serving sizes, we strive to maintain the fundamental concept and core flavors of the original products when introducing them here.”

Three varieties from Samyang Foods’ Buldak series—‘Habanero Lime Buldak Stir-fried Noodles,’ ‘Yakisoba Buldak Stir-fried Noodles,’ and ‘Poo Pad Pong Curry Buldak Stir-fried Noodles’—are also success stories of overseas-only products that later launched in Korea. These were first available in North America in 2022, Japan in 2023, and China in 2024, respectively. They created such a frenzy—often selling out early or becoming must-buy items for travelers—that strong consumer interest back home led to their domestic releases.

There are also cases where a ramen was discontinued domestically but continued to be sold abroad for years before returning to Korea as a limited edition. Ottogi’s ‘Soft Cheese Ramen’ is a case in point. This product was first released at home in 2010, only to be discontinued about two years later. It continued to be sold in Taiwan, Southeast Asia, and other international markets for 10 years, and is now exported to 40 countries. With renewed interest from domestic ramen enthusiasts, Ottogi offered the product on Korean online channels for six months in 2024 as a limited edition.

Industry officials point out, however, that it is still rare for overseas-only products to become permanent fixtures in the domestic market. Because these items are created with local preferences in mind—and Korean companies are already consistently rolling out new products—it is not easy for an overseas-exclusive to keep winning over domestic consumers long term. As word of mouth can result in only a short-term popularity boost, brands take a cautious approach: they observe consumer response to limited releases before committing to full domestic launches.

Hangeul Now a Symbol of Premium Quality—Even Overseas Competitors Embrace It

As K-ramyeon’s popularity has surged worldwide, the perceived value of Hangeul (the Korean alphabet) has also risen. It is increasingly common to see Hangeul used on overseas-exclusive product packaging. In the past, when K-ramyeon’s brand power was low, companies would minimize the presence of Hangeul in order to make products more approachable for local consumers, instead using large fonts of the native language on the packaging.

But as of 2020, Hangeul has become a premium guarantee symbolizing K-ramyeon. It not only conveys the Korean identity of K-food and its authenticity but also boosts consumer interest and trust. As a result, Korean ramen manufacturers are increasingly featuring Hangeul alongside local languages on product packaging in order to spotlight Korean heritage as part of the product’s design.

Introduction of the product "Nissin Yakisoba U.F.O. Stir-fried Noodles Korean-style Carbo" released by Japan's Nissin Foods in 2023. Shortly after its launch, it was accused of copying Samyang Foods' "Carbo Buldak Stir-fried Noodles."

According to one industry source, “In the Greater China region, products with Hangeul printed on their packaging are more popular, both due to concerns over counterfeits and the perception that Korean products are more trustworthy. In Southeast Asia and parts of Europe, there are even requests to include Hangeul on packaging.”

Given this, local producers and global competitors are also actively using Korean elements in their packaging, even when their noodles are not made by Korean companies. They may include wording like “Korean-style stir-fried noodles” or use prominent Hangeul on their labels. An industry official commented, “Consumers and buyers increasingly view products written in Hangeul as the real deal and consider them a mark of ‘K-premium.’ In fact, some Japanese companies have recently released multiple products that feature Hangeul to target this preference.”

This content was produced with the assistance of AI translation services.