Korea’s Samyang is best known for its ultra-spicy Buldak ramen brand, taking the world by storm in 2014 after its Buldak Bokkeum Myeon or Hot Chicken Flavour Ramen Fire Noodle Challenge went viral, making its fire-breathing, bikini-donning hen mascot Hochi a global sensation as well.
The spiciness of its ramen (noted to be 4,404 Scoville Heat Units or SHU) is far higher than regular instant ramen that usually maxes out around 500 SHU), not to mention its 2x Spicy (8,800 SHU to 10,000 SHU) and 3x Spicy (13,200 SHU) variants.
But although spiciness and heat was its initial claim to fame, Samyang is shifting its strategy slightly with the launch of its newest range, the Buldak Ramen Swicy, a combination of sweet and spicy flavours that the company claims will offer the ‘perfect balance’ of sweetness and heat. At 1,920 SHU, it is significantly less spicy than its conventional products but still much spicier than usual ramen.
“The Swicy variant is positioned as Level 1 of the five levels of spiciness we offer to consumers, and has been introduced to appeal to even more consumers and as a beginner-level introduction to Buldak,” Samyang representative Jen said.
“It is also the introduction to our new mascot Peppo, a bright red chick with a flame-shaped head, who is red as he was hatched from one of Hochi’s eggs and Hochi has eaten so much spicy ramen over the years.”
From a business perspective, Hochi was retired as the Buldak mascot due to a shift in brand strategy and licensing issues, including costs and the securing of full IP rights over the mascot. Peppo was developed fully in-house by Samyang, whereas Hochi was co-developed with an external firm so Samyang had been required to pay royalty and licensing fees when launching any non-food products such as soft toys and digital content.
“The swicy flavour is also trending and appealing to many consumers, so we felt this was the right time and opportunity to make this change,” she added.
Keeping up with the protein trend
In addition to its swicy line, Samyang has launched another new brand called Tangled which features air-fried protein pasta.
“Tangled is a protein pasta that is made with chickpea flour and air-fried, targeting health-conscious consumers or those looking for more protein in their diets. Each serving provides 15 grams of protein,” Jen said.
“We currently have five flavours: Premium Mushroom, Basil Tomato, Garlic Oil, Garlic Shrimp and Bulgogi Alfredo.”
This is one of Samyang’s few products that is completely non-spicy, but as it is, Jen revealed that some consumers are already showing interest in a spicy version.
“The aim of Tangled is to provide a higher-protein, healthier version, but there is definitely public interest in a spicy Tangled version, so we may still develop this in the future,” she said.
Additionally, Samyang also recently launched a localised spicy range for the Thailand market named MEP, highlighting noodles that are chewier than usual to fit Thai palates.
Products in this range include Garlic and Clam seafood broth, Gochujang Pad Cha, Red Pepper Chicken and Cilantro, and Korean Chilli Crab, staying true to Samyang’s spicy roots but bringing a localised twist to its innovation.
