Increased Interest After Danish Government's Recall Action
Samyang Takes Cautious Stance... "Monitoring the Situation"
Interest in Samyang Foods' Buldak Bokkeummyeon, which was recalled in Denmark, is increasing. There is an analysis that the recall incident could actually serve as a promotional opportunity.
According to Google search trends on the 23rd, the global search volume for 'Buldak' reached an all-time high this month. This is twice the volume of October last year and four times that of March last year. In particular, Google search volume peaked on the 11th (local time), immediately after Denmark's recall announcement.
Foreign media are also highlighting this. The Washington Post reported on the 19th that "Buldak is so popular that it is making headlines around the world due to the Denmark recall incident," noting that TikTok posts tagged with keywords related to Buldak have reached 360 million.
Earlier, on the 11th, the Danish Veterinary and Food Administration (DVFA) announced a recall of Samyang Foods' products: 'Nuclear Buldak Bokkeummyeon 3×Spicy,' 'Nuclear Buldak Bokkeummyeon 2×Spicy,' and 'Buldak Bokkeumtangmyeon' in a statement.
The Danish Veterinary and Food Administration stated that the capsaicin level in one package was evaluated to be so high that consumers risk acute poisoning. They urged consumers to dispose of the products or return them to the place of purchase. They especially warned that the products could be harmful to children.
In response, Samyang Foods clarified that the DVFA's action was not due to a quality issue with the products. After measuring the capsaicin levels of Buldak with a domestic accredited institution, they submitted a rebuttal letter to the Danish government on the 19th. Samyang Foods argued that the amount of capsaicin should be calculated based on the weight of the liquid soup only, not the total product weight.
The DVFA's action sparked intense debate online. Many netizens claimed that Danes have a low tolerance for spicy flavors.
On Reddit's ramen forum, a post gained support stating, "I have a Danish friend who thinks lightly peppered bland shrimp bread is too spicy," and "It's not surprising that Danes consider spicy ramen a poison."
Moreover, as foreign media rushed to report on this, Buldak became the center of attention. The BBC reported, "It is unknown whether Danish authorities issued the recall due to a specific incident," and added, "There appear to be no cases worldwide where safety warnings have been issued for these ramen products."
The BBC, The Guardian, and Australia's ABC also posted videos of reporters tasting Buldak themselves.
However, Samyang Foods expressed a cautious stance regarding the increased interest in Buldak following the Denmark recall incident. A company representative said, "The issue is not over yet," and "We are only aware of the reactions so far."
© The Asia Business Daily(www.asiae.co.kr). All rights reserved.
