Buldak Bokkeummyeon Expands into the Japanese Market with Potato Chips! Spicy Flavor Universe Expands

The spicy Korean brand 'Buldak' is expanding its spicy food universe by launching potato chips in Japan. Samyang Foods' Japanese subsidiary, Samyang Japan, will introduce 'Buldak Potato Chips' to the Japanese market starting in June, with plans to expand sales to other countries like the United States in the future.

'Buldak', with its catchy slogan 'Too spicy! But too delicious!', has been experiencing over 25% annual growth in Japan. The 'Buldak Bokkeummyeon' series, along with sauces, tteokbokki, snacks, and various other products, has gained immense popularity among Japanese consumers.

The newly launched 'Buldak Potato Chips' come in three flavors: Original, 4 Cheese, and Habanero & Lime. The combination of 'Buldak's' signature spicy taste and crispy potato chips is expected to provide a new level of enjoyment for 'Buldak' fans.

Samyang Japan is targeting women in their 20s and 30s who enjoy 'Buldak's' spicy flavors as its primary consumer base. They aim to increase brand recognition and establish 'Buldak' as a 'global top brand' in spicy food.

'Buldak' has grown into a global brand since its launch in 2012, generating 600 billion won in revenue through exports to approximately 100 countries. Particularly in 2014, a British YouTuber's video featuring 'Buldak Bokkeummyeon' propelled the brand to global fame.

Samyang Japan entered the Japanese market in 2019 with the release of a Japanese-edition package for the 'Buldak Bokkeummyeon' series. 'Buldak' captured the hearts of Japanese consumers with its unique spicy flavor, chewy noodles, and endearing character, 'Hochi'. The prolonged COVID-19 pandemic fueled sales growth as consumers sought to recreate a travel experience with Korean ramen, fulfilling their needs.

In Japan, the 'Buldak Bokkeummyeon' series' most popular products are 'Carbonara' and 'Original'. In February 2023, they launched 'Yakisoba Buldak Bokkeummyeon', tailored to Japanese preferences, achieving immense popularity. This exclusive Japanese product combined 'Buldak's' signature spicy flavor with Yakisoba, creating a buzz.

'Buldak' is expanding its product lineup, including stir-fried noodles, sauces, tteokbokki, soup noodles, and snacks, with the goal of building a brand image where consumers associate spicy cuisine with 'Buldak'. They also plan to increase touchpoints with consumers through collaborations with other companies.

Meanwhile, Samyang Foods launched the 'tangle' brand in the Japanese market in February, fusing Korean cuisine with pasta. 'Tangle' offers two flavors: 'Pulgogi Cream Pasta' and 'Kimchi Rose Pasta,' showcasing the unique flavors of Korea. Samyang Foods aims to capture consumers not reached by 'Buldak' and develop 'tangle' into a global brand.