Samyang Foods' 'Maeptang' Turns Spicy Buldak Bokkeummyeon Craze into Soup Ramen...

Launched Spicy Broth Ramen Brand Last August
Five Distinct Levels of Spiciness

Samyang Foods introduced the spicy soup noodle brand 'Maptang' in August last year to continue the spicy flavor trend led by Buldak Bokkeummyeon into the realm of soup noodles.

Samyang Foods 'Maetang' Product Lineup
Photo by Samyang Foods

The Maptang brand focused on the various situations in which consumers seek spicy ramen, such as stress relief, hangover cure, and mood change, and subdivided the spiciness into five types: ▲intense ▲sharp ▲clean ▲tingling ▲subtle.

Additionally, to allow consumers to choose the level of spiciness according to their preferences and situations, they developed the 'Spicy Pentagon' index and applied it to the Maptang product packaging. The Spicy Pentagon is a graph that visually represents the types and intensity of spiciness that can be experienced in Maptang products at a glance.

The product lineup includes 'Maptang Black Pepper Beef Ramen,' 'Maptang Garlic Clam Ramen,' and 'Maptang Cheongyang Chili Green Onion Ramen.' Maptang Black Pepper Beef Ramen offers an intense and sharp spiciness. Maptang Garlic Clam Ramen features a tingling spiciness that soothes the stomach. Maptang Cheongyang Chili Green Onion Ramen emphasizes a clean spiciness using broth made by simmering various vegetables such as radish, garlic, and ginger, along with Cheongyang chili peppers and green onions.

To promote the Maptang brand, Samyang Foods held the 'Maptang GO' food truck event nationwide for a month starting in October last year, where customers participated in the 'Mep-BTI' test to identify their spicy taste preferences and then tasted one selected ramen accordingly.

Recently, actor Lee Yi-kyung was selected as the new advertising model for Maptang, and advertisements featuring five everyday episodes?Han River, camping, travel, delivery, and milk?have been released to connect with consumers.