SEOUL, November 17 (AJP) - The Chinese have numbing-hot “mala,” the Mexicans have smoky “salsa,” and the Thai have sweet-spicy “sriracha.” But the enduring winner in the global chili-sauce canon is South Korea’s “buldak” — a magical blend of concentrated sweetness and addictive burn that has pushed its maker, Samyang Foods, to the top of the KOSPI’s food sector and made the stock almost unreachable for ordinary investors.
The global phenomenon of Buldak Bokkeum Myun — Samyang’s iconic “Hot Chicken Flavor Ramen” — remains unstoppable, and so does its stock. Samyang Foods jumped 5 percent to 1,385,000 won ($1,010) on Monday after reporting stronger-than-expected third-quarter earnings. Its ramen rival Nongshim, which gained 9 percent, still trades at one-third of Samyang’s valuation at 462,000 won.
“I first tried Buldak back in 2015, and I still remember that shock of heat,” said Lee Yurim (31), an office worker in Seoul. “There was nothing like it back then. The flavor was so intense it hurt, but it was delicious. Ten years later, no other spicy noodle has come close. It’s that specific, fiery yet savory taste that keeps me coming back.”
That same fire has now fueled Samyang Foods’ highest-ever quarterly earnings. The company posted 632 billion won ($460 million) in consolidated third-quarter sales, up 44 percent from a year earlier, and 131 billion won ($96 million) in operating profit — a 50 percent jump. Cumulative operating profit for the first nine months reached 385 billion won ($281 million), already surpassing last year’s total of 345 billion won.
Overseas demand remains just as hot. Exports soared 50 percent to 510 billion won, accounting for 81 percent of total revenue, the highest share on record. Sales in the United States rose 59 percent to $112 million, while China logged a 56 percent increase to 951 million yuan ($131 million).
Heartfelt response from the company to its sudden rise and fame also helped to sustain the brand's overseas popularity.
“We’ve never started with marketing first,” the official said. “However, when something goes viral overseas, our marketing team reacts quickly and engages sincerely. For example, when a U.S. girl named Adalynn went viral on TikTok after crying with joy over receiving Buldak for her birthday, our team visited her home in a Buldak truck loaded with a year’s worth of Carbonara Buldak and threw her a surprise party.”
The company also addressed the Denmark recall incident earlier this year, where regulators temporarily banned extra-spicy varieties over capsaicin concerns.
“That wasn’t a marketing event — it became one naturally,” the official said. “After discussions with Danish authorities and Korea’s food regulator, the products were cleared and sales resumed. We view these moments as opportunities to communicate transparently and show that we take safety seriously.”
Emotions aside, brokerages were eager to upgrade the stock. Yuanta Securities raised its target price for Samyang to 2 million won from 1.78 million won, maintaining a “buy” rating.
“Even with expanded production at the Miryang plant, inventory declined — meaning demand is outpacing supply,” said Son Hyun-jung, analyst at Yuanta.
“From the fourth quarter, we will start to see the impact of U.S. price hikes and higher Miryang utilization. We forecast 2025 revenue at 2.36 trillion won ($1.72 billion) and operating profit at 533 billion won ($389 million), up 37 and 55 percent year-on-year.”
Korea Investment & Securities named Samyang its “top pick” in the food sector.
“Samyang beat sales consensus by 6.6 percent despite tariff burdens,” said Kang Eun-ji, analyst at Korea Investment.
“Tariff impacts will gradually ease through U.S. price adjustments, and American demand remains solid even after recent price increases.” She added that China sales climbed 60 percent to 189 billion won ($136 million), offsetting tariff pressure.
At the core of the phenomenon is Buldak’s flavor formula — a calibrated mix of capsaicin heat, sweetness, and umami refined through years of in-house R&D.
Although Samyang declined to disclose details, citing trade secrets, the company’s success lies in how the product balances pain and pleasure. The glossy, stir-fried texture and layered flavor made it ideal for the social-media era, fueling viral “spice-challenge” videos across TikTok and YouTube — with celebrity fans from British YouTuber Korean Englishman to rapper Cardi B.
On whether the company had faced any supply bottlenecks amid the surging demand, the Samyang official said there were “brief moments earlier this year when orders piled up faster than production could keep pace.”
“At the start of this year, we did experience some supply delays as demand spiked,” the official said.
“We currently operate three factories in Korea — in Miryang, Iksan, and Wonju — with Miryang having two plants dedicated entirely to exports. We built the second Miryang plant anticipating continuous growth, but it quickly became clear that it might not be enough. So, about two to three months ago, we began constructing a new plant in Jiaxing, China, which will serve the domestic Chinese market by late 2026 or early 2027. This will free up Korean capacity for other global markets.”
The brand’s explosive performance also coincides with a generational shift in leadership.
Jeon Byung-woo, the 36-year-old third-generation heir, was promoted to Executive Director this month for driving Buldak’s international expansion and overseeing construction of the new Jiaxing, China factory. Jeon also led global marketing collaborations and product diversification, cementing Buldak’s place as a global megabrand.
Analysts say Samyang has moved beyond simple volume growth toward structural transformation. “Strong sales despite expanded capacity show that global demand is still exceeding production,” said Son. “The company is now improving both sales efficiency and profitability.”
With the Miryang No. 2 plant ramping up and the China factory set to begin operations in 2027, Samyang is poised to dominate ramen aisles — and hot-sauce shelves — worldwide for years to come.
reporter
Candice Kim
candicekim1121@ajupress.com
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