[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's a pain that sets your mouth on fire, but I want to eat it again." This is how YouTubers around the world have reacted after eating Samyang Foods' "Buldak Bokkeum Myeon" (Hot Chicken Flavor Ramen). The "Fire Noodle Challenge," which involves eating spicy ramen without any drinks, has evolved from a simple content trend into a global game, and K-ramen itself has become a cultural phenomenon.

Ramen is no longer just an instant food. It has become a "content-driven food" that captivates taste buds worldwide, and it stands 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 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" ranked fourth, and Ottogi's "Jin Ramen Spicy Cup" secured the eighth spot.

K-ramen holds a 44.7% market share in the United States. This is the result of targeting the global market with "spiciness," 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 maintain its growth in the global market, a new turning point is needed. The most urgent issue is "healthiness." While strong stimulation draws 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 from 2027. A "D rating" means "the least healthy food." Europe and North America are also raising warning levels for high-salt foods. In June last year, the Danish Food Authority recalled three types of Samyang's "Buldak Bokkeum Myeon" due to concerns about acute toxicity, but the recall was withdrawn after an objection from the Korean Ministry of Food and Drug Safety.

Price competitiveness is another risk factor. In the United States, a five-pack of Buldak Carbonara sells for $6.88, and a 10-flavor mixed set is priced at $18.59. In Europe, a five-pack of Buldak exceeds $10, and a 20-pack of Shin Ramyeon costs $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 the high price. However, as the world enters an era of high inflation, brand loyalty alone has its limits. More consumers are prioritizing value for money, and spicy alternatives are emerging across Asia.

Now, K-ramen must consider what comes "after Buldak." New product lines 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 options. K-ramen must evolve from a content-driven food into an "everyday meal-type food" that combines health, sustainability, and diversity.

Domestic food companies are expanding their portfolios, but there is still no clear successor in the global market after "Buldak." Now is the time for investment and planning for the "post-Buldak" era.

The globalization of K-ramen is not just because it is "spicy." It was made possible by the creativity of Korean food culture, which transformed unfamiliar sensations into new experiences. However, trends change, and tastes and standards shift. Globalization achieved through spiciness alone-what comes next is diversity.