Most Americans know Samyang as the maker of Hot Chicken Flavor Ramen — the ultra-spicy instant noodles that ignited the viral “fire noodle challenge.”
Now, the South Korean food and chemical company is moving into a very different kind of comfort product: a hangover-relief jelly aimed squarely at Japan’s booming wellness market.
Samyang’s latest launch, “Easy Tomorrow Refreshing Peach Flavor,” will roll out nationwide across Japanese convenience stores and drug chains starting October 27.
The new stick-type jelly combines functional health ingredients with fruity flavor, targeting women in their 30s to 50s who, according to local surveys, frequently experience hangovers after social gatherings.
The formula blends oriental raisin tree (Hovenia dulcis) extract and yeast extract, ingredients popular in Korea for easing alcohol-related fatigue while supporting skin health — a two-in-one “beauty & recovery” concept gaining traction across Asia. Each pack is priced at about $1.90 before tax.
To promote the product, Samyang is launching the social-media campaign #SangkwaehanChallenge, offering giveaways to participants who share posts about their “refreshing recovery.”
The initiative follows the success of Samyang’s earlier products sold through Don Quijote, Aeon Hokkaido, and Lawson stores.
Industry analysts say Samyang’s pivot reflects a broader K-wellness movement, where Korean brands leverage their pop-culture visibility to enter Japan’s lucrative functional-food sector.
Once known mainly for its tongue-scorching noodles, Samyang is now positioning itself as a lifestyle brand focused on convenience, recovery, and self-care — proof that K-food is evolving from viral spice to everyday balance.
