Pasta and gochujang butter: Korean instant noodle makers chase global tastes
For years, heat reigned supreme in the Korean instant noodle market. But in recent years, pasta-inspired varieties have begun to challenge that dominance. Korean food companies are targeting overseas consumers by combining the familiar appeal of pasta with instant noodles, already Korea’s top food export, and distinctive Korean flavors such as gochujang (red pepper paste) and bulgogi. Korean…
For years, heat had been the dominant flavor in the Korean instant noodle market. However, in recent years, pasta-inspired varieties have started to challenge that reign. Korean food companies are targeting global consumers by merging the familiar appeal of pasta with instant noodles, which are already Korea's leading food export, and incorporating unique Korean flavors like gochujang (red pepper paste) and bulgogi.
Over the past few years, Korean noodle makers have introduced a series of pasta-inspired products specifically designed for overseas markets, according to industry officials. Among notable examples are Nongshim's Shin Ramyun Toomba, launched in 2024 as a spicy cream pasta take on their flagship noodles; Samyang Foods' protein pasta brand Tangle, following the success of their Buldak; and Paldo and Hyundai's ARIH's Modern Noodle range, which was released this year in collaboration with BTS.
These products combine pasta shapes and creamy sauces that are familiar to overseas consumers with Korean heat and traditional ingredients such as gochujang and soy sauce. The ARIH's Modern Noodle range, for instance, blends pasta and stir...
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