Samyang Foods, a major South Korean food manufacturer best known for its Hot Chicken Flavor Ramen (Buldak Bokkeummyun), is accelerating its efforts to develop a follow-up global brand.
The company plans to roll out localized menu items under its new global brand, MEP, which stands for “Magnetic, Exciting, and Punchy.”
With strong international sales driven by Buldak, Samyang is aiming to carry that momentum forward through MEP.
Several industry sources reported on May 26 that Samyang will launch a new “Red Pepper Chicken” flavor in both the United States and China next month as part of the MEP line. These new products are designed to reflect regional preferences for spicy food.
While the Buldak series emphasizes Korean-style heat, the MEP brand introduces both Korean and more globally inspired flavors.
Samyang first introduced the MEP brand in Thailand last year and has been releasing new products in phases.
In Thailand and Malaysia, the company already offers Mala Hot Chicken Flavor Ramen, blending Korean spice with the bold, numbing heat of Mala seasoning.
Building on the global success of Buldak, Samyang plans to expand MEP by adapting its formulas to meet local consumer tastes.
Earlier this year, the company restructured its organization to launch a dedicated division focused on cultivating new brands.
Since the launch of its Growth Brand Division, Samyang has debuted MEP in Japan and Malaysia, opened local pop-up stores, and expanded marketing efforts to boost international recognition.
In Japan, Samyang recently released two new soup-based MEP products: MEP Black Pepper & Beef Flavor and MEP Garlic & Clam Flavor.
The former features a beef base enhanced with black pepper and chili spice, while the latter combines shellfish and shrimp with a savory garlic kick.
The company is targeting younger consumers in their 20s and 30s who are enthusiastic about Korean food and entertainment.
Samyang expects these new items to help establish a strong presence in Japan’s next-generation spicy ramen market.
A spokesperson from Samyang Japan noted, “In recent years, Hot Chicken Flavor Ramen (Buldak Bokkeummyun) has grown into a mainstream product, but soup-based noodles still dominate the instant noodle market.
Our core product strategy remains the same as Buldak, but we’ve tailored flavors and portion sizes to meet local tastes and needs.”
