Popular Ramen: Samgyang Food’s “Fire Noodles” Become Popular Overseas | BusinessKorea

Wednesday, August 23, 2017

Buldak Bookeum Myun, affectionately nicknamed "Fire Noodles" in English.
Buldak Bookeum Myun, affectionately nicknamed "Fire Noodles" in English.
16 January 2015 - 3:01pm
Jeana Shin

Samyang Food’s Buldak Bokkeum Myun, which records monthly sales of 6 to 7 billion won (US$5.56 to 6.49 million), is getting popular not only in the domestic market but also globally.

In February last year, a British man by the name of Josh filmed and posted a video clip on YouTube titled Buldak Bokkeum Myun Challenge in London with his friends. The clip showed the reactions of British people after they tried Buldak Bokkeum Myun. It had been posted on the YouTube and went viral.

On Jan. 14 of this year, Josh uploaded the new clip titled Buldak Bokkeum Myun Challenge in the US, which shows reactions of Americans after they tried the product during his U.S. road trip, attracting attention once again.

The product’s popularity is also spreading rapidly throughout the markets of Southeast Asia, including Singapore, Indonesia and Malaysia, the company said. Stir-fried noodles without broth are very common in Southeast Asia, so Buldak Bokkeum Myun fits right in.

In Indonesia, when people eat fried foods, they have it with Cabe, which is similar to the Chungyang Red Pepper, and Sambal sauce, which is similar to Korean red pepper paste. Since they have a food culture accustomed to spicy foods, it was even easier for Buldak Bokkeum Myun to advance into local stores.

Samyang Food obtained a halal certificate for Buldak Bokkeum Myun in November last year, and the company is making every effort to open up more markets to Muslim countries.

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