Launch of 'Buldak Potato Chips' Exclusive for the Japanese Market
Brand Expansion into Snacks Following Noodles, Sauces, and HMR
Samyang Foods, which is writing a success story with 'Buldak Bokkeummyeon,' is accelerating brand expansion by introducing snack products applying the Buldak brand in Japan.
According to the food industry on the 22nd, Samyang Foods will newly launch three types of potato chips?'Buldak Potato Chips' Original flavor, Four Cheese flavor, and Habanero & Lime flavor?to target the Japanese snack market.
Buldak Potato Chips are a new product line under Samyang Foods' Buldak brand, characterized by using a special seasoning that captures the savory spicy taste unique to Buldak Bokkeummyeon in the potato chips. The new products are produced through an Original Equipment Manufacturer (OEM) method by Haitai Confectionery & Foods, and the local selling price is set at 198 yen (about 1,700 KRW).
Samyang Foods stated that Buldak Potato Chips received great interest from major distribution channel buyers from the development stage, thanks to the high popularity of Buldak Bokkeummyeon in Japan. Accordingly, Samyang Japan, the local sales corporation of Samyang Foods, plans to actively target the Japanese snack market by entering about 2,000 major distribution channels, including large supermarkets such as Don Quijote, Life, Seiyu, Aeon, and drugstores like Welcia.
Buldak Potato Chips are the first product to fully apply the Buldak brand to snacks. This product is exclusively for the Japanese market, and Samyang Foods plans to use Japan as a testbed for Buldak Chips, deciding on exports to domestic and other overseas markets based on local responses and performance. A Samyang Foods official explained, "Potato chips were selected as the first market because they are a highly popular category, accounting for more than half of the Japanese snack market share." According to the Japan Snack Association, as of 2022, out of the total snack shipment volume of 250,000 tons, potato chips accounted for 140,000 tons, about 56%.
The Buldak brand, which started with the launch of Buldak Bokkeummyeon in April 2012, initially focused on portfolio expansion within the noodle category with products like 'Buldak Bokkeumtangmyeon' and 'Carbo Buldak Bokkeummyeon.' Since then, the brand has gained popularity beyond Korea in overseas markets, steadily increasing demand for the brand and spicy products. In October 2018, 'Buldak Tteokbokki' was introduced, followed by 'Buldak Sauce' in December of the same year, expanding the Buldak brand into sauces and home meal replacements (HMR).
With strong export performance of Buldak Bokkeummyeon, Samyang Foods plans to continue its growth this year by strengthening local customized strategies and expanding export items and sales channels. First, in the Asian region where the Buldak brand has a relatively solid position, the company plans to further expand its influence in local markets through country-specific customized strategies.
Reflecting the popularity of Mala in Thailand, Samyang Foods introduced 'Mala Buldak Bokkeummyeon,' and in China and Malaysia, collaborated with local dining establishments using Buldak Sauce. Following the launch of Buldak Potato Chips in Japan, the company plans to actively pursue a two-track strategy, including introducing various recipes that allow enjoying Buldak with less spiciness but great taste.
A Samyang Foods official explained, "We see the unfamiliarity of Japanese consumers with spicy flavors as an opportunity to expand the market by incorporating Buldak's taste into other food categories, spreading Buldak as the standard for spiciness." Since establishing its local corporation in Japan in 2019, Samyang Foods has maintained high growth. Sales reached 830 million yen (about 7.3 billion KRW) in 2020, 1.63 billion yen in 2021, 2.1 billion yen in 2022, and 2.5 billion yen (about 22 billion KRW) last year, tripling sales in three years.
Additionally, the company plans to focus on expanding sales channels in markets such as the Americas, Europe, and the Middle East. A Samyang Foods official said, "Buldak initially experienced rapid growth centered on Asian regions like China and Southeast Asia, and recently its popularity has spread to the Americas and Europe. In Asia, where we have established a solid presence through overseas corporations, we will strengthen customized strategies, and in rapidly growing markets like the Americas, we will focus on expanding sales channels."
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