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Buldak instant noodles top 8 bil. in global sales
Buldak instant noodle products are on display at a supermarket in Seoul, Wednesday. Yonhap
By Ko Dong-hwan
Samyang Foods’ Buldak instant noodles series has surpassed 8 billion units in cumulative sales, underscoring the brand’s rise as one of the most prominent symbols of K-food around the world.
First launched in 2012, the spicy noodles quickly gained traction for their unique, fiery flavor and viral eating challenge, fueling demand well beyond Korea. The brand hit 5 billion in sales in 2023, 7 billion in 2024 and crossed 8 billion in the first half of this year.
The milestone is nearly equivalent to the world’s population of 8.2 billion, illustrating the product’s transformation into a global phenomenon. Exports now reach more than 100 markets, including the United States, China, Southeast Asian and European countries, helping cement Korean noodles as a mainstream international food item.
Samyang attributed the success not only to the noodles’ spice factor but also to a proactive localization strategy. The company has tailored products, distribution and marketing to appeal to regional tastes and cultures, building a foundation for long-term expansion.
Backed by strong product quality, Buldak instant noodles also featured in viral trends on social media, turning the brand into a cultural touchstone and finding fans worldwide. K-pop idols have been spotted eating the noodles in behind-the-scenes videos, while Samyang has staged fan-focused events such as surprise meetups in the U.S. and appearances at the Coachella music festival.
The brand has expanded beyond noodles into sauces, snacks and ready-to-eat meals. Its Buldak sauce is exported to more than 50 countries and has been incorporated into restaurant menus and retail products through partnerships with local and global companies.
“Buldak instant noodles have firmly established themselves as the representative brand of K-spicy,” a Samyang official said. “We will continue to grow with consumers through locally tailored products and diverse content collaborations.”
To meet surging global demand, Samyang said it will scale up production at its Miryang plants in South Gyeongsang Province, which are expected to serve as new growth engines. With expanded capacity, the company expects sales momentum for the Buldak series to accelerate further.