[Insight] Samyang Foods Tests What Comes After Buldak in Thailand

Samyang Foods plans to introduce its Buldak and newer MEP and Tangle brands to Thai consumers at a Korean culture and tourism festival in Bangkok on August 22-23. The event, called "Love Korea 2026," organized by South Korea's Ministry of Culture, Sports and Tourism and the Korea Tourism Organization, is expected to draw around 10,000 visitors.

Samyang sees this opportunity not just to promote Buldak, but to extend its global recognition to other brands. The company will operate an interactive booth featuring the three products, combining product sampling with games, sauce customization, and social media activities. Visitors can participate in challenges such as "Buldak Don't Make a Zeed!" and "Sauce Lab," where they can mix Buldak sauces according to their preference.

The event leverages Buldak's success as a global cultural phenomenon, driven by consumer-generated challenges that turned eating extremely spicy noodles into an online shared experience. By leveraging this cultural asset, Samyang aims to introduce consumers to other brands that haven't yet achieved Buldak's international level of recognition.

This strategy is particularly important for Samyang Foods, as Buldak has powered the company's rapid overseas expansion. However, the company recognizes the need to develop additional brands capable of generating meaningful international sales. Thailand is an attractive market for this approach, as Thai consumers are familiar with spicy food, and Korean entertainment, beauty products, and food have gained a substantial following in the country.

The Bangkok event is also notable for its focus on promoting Korean culture and tourism, giving Samyang an opportunity to position K-food as part of a broader Korean cultural experience. The collaboration with South Korea's Ministry of Culture, Sports and Tourism reflects a broader shift in K-food's role, as it becomes an entry point through which overseas consumers encounter Korean culture.

Samyang is well-positioned to test the connection between food consumption and interest in Korea due to Buldak's large international consumer base built through cultural and social engagement. The success of Buldak has demonstrated that a Korean food product can become a global consumer phenomenon, and Samyang's next stage of growth will depend on whether it can transfer this recognition to a wider portfolio.