South Korea’s Samyang Foods is doubling down on China, positioning the country as a key export and production hub for its global best-seller, Buldak Ramen, after a strong showing at this year’s China International Import Expo (CIIE).
The company said it held talks with more than 100 potential business partners during the Shanghai event, with many expressing interest in expanding local distribution and production partnerships. Crowds flocked to Samyang’s booth to sample its signature “fire chicken” noodles and other K-spicy products, reflecting the growing demand for bold Korean flavors among Chinese consumers.
Samyang participated in the CIIE for the sixth consecutive year under the theme “Changing the World and Creating the Future with Food.” The company unveiled new “next-generation” products tailored to China’s rapidly evolving consumer tastes, including Tangle Pasta 2.0 and MEP Ramen — an overseas version of its popular “Maptang” noodles.
To strengthen its foothold, Samyang established a local sales subsidiary, Samyang Foods Shanghai Co., Ltd., in 2021. Construction is also underway on its first overseas manufacturing plant in Jiaxing, Zhejiang Province, which is expected to produce up to 800 million units of Buldak Ramen annually once operational.
“The Chinese market still holds significant growth potential,” a Samyang Foods China representative said. “Leveraging Shanghai’s logistics efficiency and industrial competitiveness, we plan to expand both production and distribution across nearby regions.”
The company added that once local production begins, supply stability and logistics efficiency will improve, further strengthening its competitiveness in Asia’s largest consumer market.
In 2024, Samyang’s China revenue reached about $530 million, accounting for 30% of total exports — making China its largest single overseas market, ahead of the U.S. and Southeast Asia. Industry analysts say the company’s success highlights how the “K-spicy” trend has become a defining feature of China’s Gen Z food culture.
Samyang’s strategy now extends beyond exports. By building a localized production and sales network, the company aims to make China a central hub in its global supply chain. Analysts expect that stronger brand positioning and product localization could further expand Buldak’s global market share.
Looking ahead, Samyang Foods plans to boost its China revenue to around $1.6 billion by 2030, focusing on premium product lines and tailored marketing campaigns to drive long-term growth.
The CIIE, organized by China’s Ministry of Commerce and the Shanghai municipal government, ran from November 5 to 10 and featured more than 4,100 companies from 155 countries. Total intended trade volume reached a record $83.49 billion, underscoring China’s efforts to project global economic influence despite ongoing trade tensions with the United States.
