"BTS Jimin Who Enjoys Eating Buldakmyeon"...Samyang Foods Vice Chairman Explains the Reason Directly

Spicy Flavor Challenge 'Buldak Challenge' Spreads
Q2 Export Amount 183.3 Billion KRW...Quarterly Record High Export Performance Updated

BTS Jimin is answering questions at a press conference commemorating the 'BTS Permission to Dance On Stage - LA' held on the 28th (local time) at SoFi Stadium in Los Angeles (LA), USA. [Image source=Yonhap News]

[Asia Economy Intern Reporter Kim Gunchan] Kim Jeong-su, Vice Chairman of Samyang Foods, expressed gratitude to BTS member Jimin in relation to Buldak Bokkeummyeon, which surpassed 4 billion units in cumulative sales this year. Samyang Foods recorded excellent performance with operating profit nearly doubling compared to a year ago.

Vice Chairman Kim appeared on the SBS variety show 'Sikjahoidam' aired on the 16th and mentioned BTS Jimin, saying he played a major role in the sales increase of the company’s brand 'Buldak Bokkeummyeon.' Kim said, "Thankfully, Jimin posted videos enjoying Buldak noodles, which has had a significant advertising effect."

Jimin often ate Buldak Bokkeummyeon while conducting live broadcasts watched in real-time by ARMY (BTS fandom) worldwide. Afterwards, the 'Buldak Challenge,' where people take on the spicy flavor, spread through social networking services (SNS).

As Buldak Bokkeummyeon’s presence expanded overseas, Samyang Foods carried out various global projects this year. In April, it participated as the main sponsor at the BTS concert held in Las Vegas, USA. In May, it took part in the K-pop festival '2022 Korea Festival with K-pop Flex' held in Germany, conducting promotional activities locally overseas. Recently, it operated an SNS short-form challenge with nearly 100,000 consumers participating.

Thanks to the popularity of Buldak Bokkeummyeon, Samyang Foods recorded strong performance. According to the industry on the 17th, Samyang Foods’ operating profit in the second quarter increased by 92% year-on-year to 27.3 billion KRW. Sales rose 73% to 255.3 billion KRW. This strong performance was driven by overseas business. Export value in the second quarter increased 110% compared to the same period last year to 183.3 billion KRW, setting a quarterly export record.

Samyang Foods explained, "Expanding export target countries from the existing China and Southeast Asian markets to the Americas, Middle East, and Europe, and diversifying the 'Buldak' portfolio with locally customized products such as 'Habanero Lime Buldak Bokkeummyeon' and Buldak sauce were effective."

Launched in 2012 with various series products, Buldak Bokkeummyeon surpassed 4 billion units in cumulative sales this year. Thanks to its popularity, currently exported to over 90 countries, Samyang Foods achieved export values of 100 million USD in 2017, 200 million USD in 2018, and 300 million USD in 2020, and is expected to reach 400 million USD in exports this year.