The Second Challenge Following the "Buldak Legend": A Premium Ramen Gamble
Three Years in the Making: A Modern Take on Beef Tallow-Fried Ramen
"Vice Chairman Kim Jeongsu said, 'Even as time passes, the spirit remains. I hope that Samyang 1963, filled with heartfelt intentions for people, will be passed down well in this era.'
At the launch event for the new product "Samyang 1963" held on November 3 at Boco Seoul Myeongdong Hotel in Jung-gu, Seoul, a video played featuring the AI-restored voice of the late honorary chairman Jeon Joongyun, founder of Samyang Foods. Upon hearing his father-in-law's voice, Vice Chairman Kim Jeongsu was visibly moved. Kim stated, "I was overcome with emotion, feeling as if I had helped resolve some of the regrets my father-in-law, the founder, carried throughout his life." He added, "It is deeply meaningful to be able to carry on his spirit of honesty and original intent."
On this day, Samyang Foods unveiled its premium new product "Samyang 1963," a modern reinterpretation of the beef tallow-based instant ramen, production of which was halted on November 3, 1989, due to the "beef tallow incident." The product name "1963" signifies both the year Korea's first ramen was launched and the beginning of Samyang's founding spirit.
Kim Jeongsu, Vice Chairman of Samyang Foods, is giving a greeting speech at the new product launch meeting for "Samyang 1963" held on the 3rd at Boco Seoul Myeongdong Hotel in Jung-gu, Seoul. Provided by Samyang Foods.
Food Made with Sincerity Always Comes Back with Sincerity
During the event, Vice Chairman Kim Jeongsu personally wrote the phrase "The Return of Ramen" on a model of "Samyang 1963." He emphasized the principle of "Sabilguijeong" (all things return to their proper course). He stated, "'Samyang 1963' is a bowl of promise that Samyang offers to the world, marking the start of a new voyage toward the next 100 years." He also shared, "While preparing for this project, I often thought of the honorary chairman. He always said, 'Food made with sincerity always comes back with sincerity.' That sincerity is present here today."
This day marked exactly 36 years since the "beef tallow incident" occurred on November 3, 1989. Until the mid-1980s, Samyang Ramen held over 70% market share and was known as a "national food." However, the situation changed dramatically after reports alleged that Samyang Ramen used industrial beef tallow. At the time, the Ministry of Health and Social Affairs (now the Ministry of Health and Welfare) stated there was "no problem," and the court acquitted the company in 1995, but consumer trust had already been lost. The factory lights went out, and about 1,000 employees left the company. Vice Chairman Kim recalled, "November 3, 1989, was the day distorted information and misguided public opinion brought down the company. The honorary chairman told us then, 'Grit your teeth and rise again.' Holding onto those words, we reignited the fire."
From 'Kkulkuli Porridge' to Premium Ramen
The late honorary chairman Jeon Joongyun developed Korea's first ramen in 1963, inspired by the sight of people in Namdaemun Market making do with "Kkulkuli porridge." In recognition of this historical significance, Samyang Foods unveiled the new product near Namdaemun, the birthplace of the brand.
Vice Chairman Kim explained, "We began planning this new product three years ago. There was a sense of destiny within the company that we must someday recreate this ramen." He added, "I told our researchers not to worry about costs and to focus solely on making a delicious, high-quality, and nutritious product. As a result, they spared no effort in using the best ingredients. This product is the culmination of our employees' wishes and extensive research and development."
"Samyang 1963" features noodles fried in a golden blend oil, which combines animal-based beef tallow and plant-based palm oil in an optimal ratio, enhancing the savory aroma and umami flavor. The golden blend oil not only brings out the best in the noodles but also infuses into the broth during cooking, creating harmony between the noodles and soup. Additionally, the product uses liquid soup and a finishing powder flake to further enhance the flavor of the raw ingredients. The rich taste is deepened by beef bone broth, which amplifies the flavor of the beef tallow extracted from the noodles, while radish, green onion, and Cheongyang chili pepper add a clean finish and spicy kick to the soup. The flakes, consisting of large pieces of napa cabbage, green onion, and red chili pepper, provide a rich texture and additional umami. At the event, those who tasted "Samyang 1963" noted the strong meaty aroma in the broth and that it was spicier than Nongshim's "Shin Ramyun." The noodles were chewier and more elastic than those of regular ramen fried in palm oil.
The new product is priced at 1,538 won per pack in supermarkets, similar to the premium price range of Nongshim's "Shin Ramyun Black." Samyang Foods plans to first solidify its brand image in the domestic market before expanding exports. Chae Hyeyoung, Head of the Samyang Brand Division at Samyang Foods, stated, "Unlike in the past, consumers are now willing to choose premium ramen, and we believe the market is receptive." She added, "While we are considering exports, our primary goal is to establish a strong presence in the domestic market. Our sales target is set higher than that of the original Samyang Ramen."
Samyang Foods has entered a second golden age in the global market with its "Buldak Series." Launched in 2012, the Buldak Series is now exported to over 100 countries and accounts for more than 70% of Samyang Foods' total sales. The launch of "Samyang 1963" is seen as an effort to revisit the roots of the Samyang brand amid this overseas growth and to redefine its identity as "honest flavor."
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