There Are Spicier Extremes... The Top 4 Spicy Ramen Brands Enjoyed by 'Spice-Proud' Koreans Hold 90% Market Share

Competition for Extreme Spiciness Cools Down
Demand Concentrates on Top Brands Like Buldak and Yeolramyeon
Key Focus Shifts from "How Spicy?" to "How Diverse?"

The spicy ramen market, which has grown by appealing to Koreans' pride in their spice tolerance, has recently entered a phase of moderation. The era when ultra-spicy new products, boasting high Scoville ratings, drove the market is coming to an end, and a new phase of 'lineup competition' centered on a few dominant brands is beginning in earnest.

A man is sweating while eating spicy ramen. Image generated by ChatGPT.

According to a purchasing trend analysis by market research firm Embrain Deepdata on January 17, the estimated purchase value of ultra-spicy ramen-those with a Scoville rating exceeding 3,400 SHU-sold through major distribution channels over the past year as of November last year was 176.6 billion won, a slight decrease from 187 billion won in the same period the previous year. As external growth slows, the spicy ramen market appears to be shifting from quantitative expansion to a stage of qualitative restructuring.

Extreme Spicy Ramen: From Multiple Competitors to a Concentrated Structure Around the Top Four Brands

One of the most notable changes during this market adjustment phase is that demand is becoming concentrated among a handful of brands. Over the past year, Samyang Foods' Buldak Bokkeummyeon accounted for 34.9% of the estimated purchase value by brand, ranking first, followed by Ottogi's Yeolramyeon (33.1%), Samyang Foods' MaepTaeng (10.7%), and Paldo's Teumsae Ramen (10.5%). These top four brands together make up about 90% of the ultra-spicy ramen market.

This indicates that the spicy ramen market has entered a typical category maturity stage, where consumer fatigue has accumulated after a period of numerous new product launches, and demand is now converging on proven brands. The single metric of the 'Scoville rating', which quantifies chili pepper spiciness by capsaicin concentration, is no longer enough to sway consumer choices. Instead, brand trust and accumulated experience have become the decisive factors in purchasing decisions.

Buldak, Yeolramyeon, MaepTaeng, Teumsae...Brand Strategies Diverge by the 'Character of Spiciness'

The common trait among the leading brands is that they have each established a unique spicy identity, rather than simply offering spiciness for its own sake. Buldak Bokkeummyeon has solidified its position as the unrivaled 'stir-fried spicy ramen,' with its estimated purchase value rising by 4.8% year-on-year. The synergy between its global brand recognition and strong domestic loyalty has allowed it to continue growing even as the overall spicy ramen market has paused for breath.

Yeolramyeon, as the flagship of spicy soup-based ramen, has maintained a stable market share by expanding its lineup into subcategories such as 'MaYeolramyeon' and 'The Hot Yeolramyeon.' Additionally, recipe-based consumer content, such as 'Sundubu Yeolramyeon,' has spread through social networking services (SNS), evolving the product from a simple item into a broader consumer experience.

MaepTaeng has emerged as a rising force by offering a wide spectrum of spicy flavors centered on spicy soup-based ramen. Its approach of 'choosing your level of spiciness' rather than focusing on extreme heat has resonated with the growing diversity of consumer preferences. Teumsae Ramen, boasting a Scoville rating of 10,000 SHU, continues to appeal to hardcore spice enthusiasts. Rather than pursuing mass appeal, it has maintained its identity as the 'ramen that stays spicy until the end,' securing a stable niche market.

Samyang Foods' Buldak Bokkeummyeon

From Scoville Competition to 'Lineup Competition': The Next Phase for Spicy Ramen

The axis of competition in the spicy ramen market is shifting from 'who is spicier' to 'how many different spicy options a single brand can offer.' Consumers are no longer seeking ever more extreme stimulation; instead, they are choosing from within familiar brands to find the level of spiciness that suits their tastes.

This signals a shift in the market from 'challenge-oriented consumption' to 'everyday consumption.' As spicy ramen becomes a regular meal option rather than a novelty product, the product structure is also changing from one centered on a single hit item to one based on a brand portfolio. Going forward, the success or failure of spicy ramen will depend not on greater intensity, but on a broader and deeper brand spectrum.