Samyang Foods Unveils Buldak at SIAL Paris

SIAL Paris 2026 is witnessing a spicy sensation as Samyang Foods makes its debut, showcasing its Buldak and Tangle brands at the world's largest food trade fair. Kim Jung-soo, Vice Chairperson of Samyang Foods, personally inaugurated the exhibition, taking charge of on-site management on its opening day.

The Korean company's main booth, CRAVE LAND, is a visual spectacle, featuring a towering Buldak character PEPPO and bold LED screens. Visitors are magnetized by the space's combination of three-dimensional installations, video displays, and photo opportunities. The booth's popularity stems from hands-on programs designed to engage visitors' senses, including a four-times-daily Buldak tasting zone featuring Original, Carbo Buldak, and three Tangle protein pasta varieties.

A local visitor, Chloe, praised the soft spiciness of Carbo Buldak, while distribution buyers commended the products' scalability and competitiveness. The company's QR digital stamp tour, available in English and French, has further fueled excitement, with visitors completing missions to receive branded souvenirs and representative ramyeon products.

As crowds flocked to the booth, forming long lines, a Samyang Foods official emphasized the importance of this participation as a pivotal moment for establishing brand awareness in Europe. The strategy involves impactful staging, character installations, and direct tasting experiences to imprint the strong brand power of Buldak and Tangle on European consumers.

Samyang Foods, which will continue its presence through the exhibition's end on October 20th, plans to maximize its connections with global buyers during the remaining period, focusing on its business lounge.