Samyang Foods Unveils Global Brand 'Maep' for the First Time in Thailand

Two Types of Ramen Reinterpreting K-Food Released
Popup Store in Bangkok... Over 2,500 Visitors in Two Days on 7th and 8th

Samyang Foods announced on the 10th that it has globally unveiled its new brand 'MEP' for the first time in Thailand and held a pop-up store at Bangkok's 'Siam Square One' to celebrate the brand launch.

'MEP' is a brand inspired by the essence of K-food, 'spiciness' and the word 'maepda' (spicy), focusing on the thrilling pleasure and liberation that spicy flavors bring. It reinterprets the spiciness of K-food from the most Korean flavors to exotic tastes according to MEP's own standards, characterized by embodying the diverse and varied spicy flavors of K-food rather than standardized ones.

The newly launched 'Grilled Garlic Shrimp Ramen' features a shrimp-based broth with ingredients such as garlic and shallots, offering a creamy spicy flavor. The 'Black Pepper Chicken Ramen,' also introduced, combines black pepper, coriander, and lime to present an exotic flavor that stimulates the local Southeast Asian palate.

Samyang Foods has formed a strategic partnership with ‘CP ALL,’ the core distribution affiliate of Thailand’s largest conglomerate, CP Group, and launched the products exclusively and globally for the first time on the 21st of last month at 7-Eleven convenience stores operated by CP ALL. Going forward, Samyang Foods plans to introduce various global MEP products starting with placement in all 14,000 7-Eleven stores across Thailand.

Additionally, Samyang Foods held a pop-up store at Bangkok’s ‘Siam Square One’ on the 7th and 8th to commemorate the MEP launch. Under the slogan 'LiberATE Your Spice,' the pop-up store featured ▲a photo zone made with oversized packaging ▲a MEP Mart designed like an actual convenience store ▲a tasting zone to sample MEP products ▲a play zone previewing the upcoming content 'School Lunch Attack (It's MEP Time!)' scheduled for release next year ▲and a lucky draw zone where visitors could receive brand merchandise.

During the pop-up store period, local Gen Z visitors enthusiastically took various certification shots at the photo zone. At the trampoline ‘Spicy Jump’ experience zone, which became a hot topic on social media (SNS), many visitors repeatedly challenged themselves to capture thrilling moments as intense as MEP’s spiciness. The pop-up store concluded successfully with over 2,500 visitors in two days, receiving warm responses from local consumers.

A representative from Samyang Round Square stated, "Through this pop-up store, we were able to confirm the enthusiastic response from local consumers in Thailand," adding, "We plan to accelerate our Southeast Asian market strategy through the School Lunch Attack content to be launched via Samyang Ani in January 2025."