Samyang Foods launches Buldak Bokkeum Myun spicy chicken noodles

Samyang Foods, a South Korean food company best known for pioneering instant ramen in the country in the 1960s, introduced Buldak Bokkeum Myun in 2012. The name roughly means "fire chicken stir-fried noodles".

Unlike most ramen sold in Korea, which is served in soup, the product was a stir-fried noodle dish coated in a thick, very hot chili sauce with a chicken flavor. Its heat was far above that of mainstream instant noodles, and it targeted consumers who wanted a sharper, more extreme taste.

The launch came as spicy food challenges spread on social media, and the noodles gained a following first at home and then abroad. Videos of people eating them became popular on platforms such as YouTube, helping the brand reach overseas shoppers. Samyang later expanded the line with flavors such as carbonara and cheese, and built up exports to Asia, Europe and the Americas.

The product became the company's main growth driver and the base for the record earnings reported in later years.