Samyang Foods Launches 'Mara Buldak Bokkeummyeon' in Thailand... "Southeast Asia Customized Strategy"

Collaboration Promotion Utilizing Malaysia Buldak Sauce

Samyang Foods recently announced on the 29th that it has launched 'Mara Buldak Bokkeummyeon' locally in Thailand, reflecting the growing popularity of Mara there.

Mara Buldak Bokkeummyeon is an export-only product launched in 2017 that captures the flavor of Mara, the spicy taste from Sichuan province in China, and this is its first sale in Thailand. Starting this month at local 7-Eleven stores, sales channels will expand nationwide across Thailand to large marts and supermarkets from mid-next month, and live commerce will be conducted alongside sales on local e-commerce platforms 'Lazada' and 'Shopee.'

Digital advertisement for Mala Spicy Chicken Stir-fried Noodles presented by 7-Eleven Thailand
[Photo by Samyang Foods]

An advertising campaign commemorating the launch of Mara Buldak Bokkeummyeon in Thailand will also be held. Collaborating with over 50 local Thai influencers including the famous Thai YouTuber Kyutae Oppa, who has 8.9 million subscribers, Mara Buldak Bokkeummyeon content will be showcased, and outdoor advertisements will be displayed at 35 major transportation hubs in Bangkok, subway lines MRT and BTS, and densely populated areas.

Samyang Foods is strengthening country-specific strategies in Southeast Asia, considered one of the largest export regions along with China. In Malaysia, collaboration events are held with CU and Pizza Hut using Buldak sauce. Four new menu items using Carbonara Buldak sauce (Rose Buldak Dakgangjeong, Rose Buldak Chicken Triangle Kimbap, Rose Buldak Chicken Kimbap, Rose Buldak Mac & Cheese) are sold at 127 CU stores nationwide in Malaysia, and among customers who purchase Buldak sauce, the first 200,000 will receive Pizza Hut discount coupons.

A Samyang Foods official stated, "The Southeast Asia region accounts for 25% of Samyang Foods' exports and is an important strategic market," adding, "Since the Indonesian corporation also started operations this year, we expect export volumes to the Southeast Asia region to increase further."