Counterfeit K-ramen Spreads to Nepal with Korean Branding

K-Food counterfeit product blocking status [Graphic by Ajou Economic Art Team]

"Feels like a Korean store"... Counterfeit Korean ramen floods Nepal's tourist areas

Samyang Foods' 'Buldak Bokkeummyeon' (left) and a similar product from local brand 'HANKOOK' found in a Nepali store. The local product uses design elements reminiscent of Korean products, including a black package and a chicken character with the phrase 'Nuclear Buldak Bokkeummyeon'. [Photo by Kim Hyun-a]

On May 8, at a supermarket in Pokhara, a popular tourist city in Nepal, just a 10-minute walk from Phewa Lake, the store was bustling with locals and tourists. Upon entering, the first thing that caught the eye was the ramen aisle, filled with products prominently displaying Korean characters. The familiar colors of black, red, and pink created an atmosphere that felt reminiscent of a Korean grocery store.

As I picked up products one by one, an unsettling feeling emerged. While they appeared to be Korean products, they were actually from local and foreign brands. The most notable was a stir-fried noodle product branded as 'HANKOOK.' Its design featured a black background with a chicken character breathing fire, naturally evoking thoughts of Samyang Foods' Buldak Bokkeummyeon. The English spelling 'BULDAK' and the product name 'Buldak Bokkeummyeon' were nearly identical, and even the spot where a 'Made in Korea' label would typically go was replaced with a taeguk symbol and the phrase 'Taste of Korea,' adding to the confusion. They were even selling copies of the original and the pink-packaged Carbonara Buldak.

The more I explored the aisle, the more similar products I found. The use of Korean characters varied widely. The Nepali ramen brand 'Current' had its name translated as 'Present' prominently displayed on the front, while 'Jackpot' featured the phrase 'Joint Fund' next to its product name—expressions that had nothing to do with ramen.

Many products emphasized spiciness using Korean characters. Phrases like 'Demon's' and 'Lala Spicy' were scattered throughout the aisle. A local store employee noted, "The important thing is that it has Korean writing; it increases the perception that it's a Korean ramen, which boosts its popularity."

Consumer reactions mirrored this sentiment. Robin, a 28-year-old from India, selecting products in front of the shelf, said, "I didn't know the HANKOOK product was a counterfeit. I assumed it was a Korean ramen because it had Korean writing on it." He added, "I chose it because it was cheaper than the original product."

From Southeast Asia to Japan... The resurgence of ambiguous 'K-style'

Local products resembling Korean ramen are displayed in a large supermarket in Pokhara, Nepal. They borrow design elements from Buldak Bokkeummyeon, utilizing black and red packaging and Korean product names with chicken characters. [Photo by Kim Hyun-a]

This phenomenon is not unique to Nepal. As the popularity of K-food rises, local products across Asia are rapidly adopting Korean-style packaging and Korean characters. This trend has evolved beyond simply importing and selling Korean products, with local companies actively mimicking the design and naming conventions of Korean ramen.

A prime example is the Indian market. The large Indian food company ITC is selling 'Daebak Ramen' under its instant noodle brand 'Yippee.' The product prominently features the Korean word 'Daebak' on the front, using a striking color scheme of black and red to emphasize the image of spicy Korean ramen. The word 'Korean' is also included to highlight the Korean ramen concept.

Indonesia is experiencing a similar trend. The local leading ramen brand Mie Sedaap has introduced a product concept called 'Korean Seasoned Dak Galbi Ramen,' labeling it with the Korean phrase 'Yangnyeom Dak Galbi' and emphasizing flavors of smokiness and spiciness with a red-themed design.

Japan, known as the home of instant ramen, is also not exempt. In Japanese convenience stores and supermarkets, local brands prominently feature cup noodles labeled 'Korean Jjamppong' and 'Korean-style ramen.' Many products display Korean characters more prominently than Japanese, often using red and black designs to emphasize the image of spicy Korean ramen.

Japan's largest ramen company, Nissin Foods, has also faced controversy. Its 2023 release of 'Nissin Yakisoba U.F.O. Stir-fried Noodles Korean-style Sweet and Spicy Carbonara' was criticized for its pink packaging and product concept being similar to Samyang Foods' 'Carbonara Buldak Bokkeummyeon.' The use of the Korean term 'Stir-fried Noodles' in the product name also sparked discussion, despite being a Japanese product.

Industry experts point to the success of K-ramen, particularly Shin Ramyeon and Buldak Bokkeummyeon, as a driving force behind this trend. According to the Ministry of Agriculture, Food and Rural Affairs, K-food exports reached a record high of $13.62 billion last year, a 5.1% increase from the previous year. Notably, ramen exports surged by 21.9% to surpass $1.52 billion for the first time. The growth trend continues this year, with first-quarter ramen exports reaching $435 million, a 26.4% increase from the previous year.

“Stealing images while evading laws”... Food industry faces brand damage

A cup noodle product sold at a Japanese Lawson convenience store features the Korean expression 'Korean Jjamppong.' [Photo by Kim Hyun-a]

The food industry views the recent phenomenon of 'Korean character borrowing' abroad as a significant change rather than a mere trend. In the past, packaging typically featured English and local languages, but now the presence of Korean characters and the label 'KOREA' itself enhance product competitiveness.

However, with this increased visibility comes growing concern over brand damage. According to Samyang Foods, the popularity of Buldak Bokkeummyeon has led to a rapid increase in imitation products. While past imitations often copied logos or characters directly, recent trends have evolved to cleverly evade legal regulations.

A representative from Samyang Foods stated, "Recently, many cases have emerged where the unique color combinations or packaging designs of our brand are closely mimicked, leading to consumer confusion. They may slightly alter mascot character details or insert phrases like 'Korean-style spiciness' to make them appear authentic."

A representative from Nongshim noted, "In the past, many cases involved directly copying product names, but now there are increasing instances of cleverly mimicking designs, colors, and overall ambiance. Since they are not directly replicating trademarks, legal responses have become more complicated."

The industry is monitoring similar products through local distribution networks and consumer reports, taking legal action such as sending warning letters and administrative measures. They are also expanding trademark and packaging design copyright registrations in key countries. One industry insider remarked, "While the rising status of K-food is encouraging, the malicious imitation that confuses consumers with Korean products is a serious issue that undermines brand value in the long term."

* This article has been translated by AI.

Kim Hyuna