[Chodong Perspective] K-Ramen on Fire... Time to Find the 'Post-Buldak' Era

'Fire Noodle' Craze Captivates the World
K-Ramen Faces a New Turning Point: Health, Sustainability, and Diversity in Focus

"It feels like my mouth is on fire, but I want to eat it again." This is how YouTubers around the world have reacted after trying Samyang Foods' Buldak Bokkeum Myeon. The "Fire Noodle Challenge," in which participants eat spicy ramen without any drinks, has become more than just a piece of content?it has turned into a global phenomenon, and K-ramen itself has become a cultural icon.

Ramen is no longer simply an instant food. It has become a "content-driven food" that captivates taste buds worldwide and serves as a symbol of K-food. In particular, consumers in the United States and Europe are increasingly seeking out K-ramen despite its high price. According to the global agri-food data platform Tridge, four products from Samyang's Buldak series ranked among the top 20 most popular instant noodles in the United States. "Buldak Spicy" ranked second, "Carbonara" came in fourth, and Ottogi's "Jin Ramen Spicy Cup" placed eighth.

K-ramen holds a 44.7% market share in the United States. This is the result of targeting the global market with "spiciness" alone, surpassing Japanese and Southeast Asian ramen brands. In Europe, including France, Germany, and Italy, Samyang's Buldak Bokkeum Myeon and Nongshim's Shin Ramyeon continue to maintain top positions.

However, every craze eventually cools down. For K-ramen to survive and continue its growth in the global market, a new turning point is needed. The first challenge to address is "healthiness." While strong stimulation attracts consumer attention, it also easily becomes a target for regulation.

In fact, Singapore plans to assign a Nutri-Grade "D" rating to ramen with high sodium content and restrict advertising starting in 2027. A "D rating" means "the least healthy food." Europe and North America are also increasing warnings about high-sodium foods. In June last year, the Danish Food Authority recalled three types of Samyang's Buldak Bokkeum Myeon due to concerns over acute toxicity, but later withdrew the recall following an objection from the Korean Ministry of Food and Drug Safety.

Price competitiveness is also a source of concern. In the United States, Buldak Carbonara (pack of 5) sells for $6.88, and a mixed set of 10 varieties is sold for $18.59. In Europe, a five-pack of Buldak exceeds $10, and a 20-pack of Shin Ramyeon costs as much as $29. These prices are more than double those of competing products from Japan, Thailand, and China. Until now, "premium taste" and "content value" have justified these prices. However, as the world enters an era of high inflation, brand loyalty alone has its limits. More consumers are focusing on cost-effectiveness, and alternative products emphasizing spiciness are appearing across Asia.

Now, it is time for K-ramen to consider what comes "after Buldak." New lineups that reflect global food trends are needed, such as kimchi, doenjang, or gochujang ramen based on fermented food culture, or high-protein, low-sodium, and vegan products. K-ramen must evolve from a content-driven food to an "everyday meal-type food" that combines health, sustainability, and diversity.

Domestic food companies are also working to expand their portfolios, but there is still no clear successor to "Buldak" that can succeed in the global market. Now is the time for investment and planning for the "post-Buldak" era.

The globalization of K-ramen is not simply because it is "spicy." It was made possible by the creativity of Korean food culture, which transformed unfamiliar stimulation into a new sensation. However, trends change, and tastes and standards evolve. Having achieved globalization with spiciness alone, the next step is diversity.