In the food industry, characters have long served merely
as auxiliary tools to promote
product taste or convey
familiarity.

We challenged this formula.
"Why should characters only be used as tools to explain
products? Can't they become
global IPs with their own
independent vitality?"
This shift in perspective — breaking away from the
familiar — became the starting point for
expanding our
business beyond food manufacturing into
"EATertainment."

We didn't stop once Hochi, Buldak's ambassador,
became the icon of K-Spicy.
Through Peppo, our next-generation character which
has evolved a step further,
we are building a digital-native IP ecosystem.
Had we relied on familiar methods, Peppo might not be
with us today.

We received an official notice from Denmark.
"Buldak Ramen is being recalled in full on the grounds
that its extreme spiciness may be
harmful to health."
Not a hygiene issue, not a manufacturing defect —
just one reason: "too spicy."

We were caught off guard at first. But we quickly
identified the real issue. The debate wasn't
about the
spiciness itself — it was about how spiciness was being
measured.
Denmark had calculated the capsaicin ratio based on
the product's total weight. We proposed
an alternative:
measuring capsaicin concentration in cooked ramen
based on actual
consumption conditions.

We immediately ran internal tests and partnered with
international organizations to validate
the results. Within
approximately 30 days, select products were confirmed
to meet safety
standards, and the recall was lifted.

Focusing only on the surface would have kept us fixated
on "it's spicy." By clearly defining
the root of the
problem, we found the right answer — and proved, once
again, that this is
how real solutions are made.

In March 2026, Samyang Foods established a European
R&D office in Wageningen,
Netherlands.
Plant-based protein foods cannot compete on the global
stage by simply imitating meat.

That's why we went straight to the heart of Europe's
food and agriculture cluster.
Wageningen is an internationally recognized research
hub home to global researchers,
technology partners,
and innovative food companies.
Through collaboration with this industry-academia
network, we aim to create the next
breakthrough.

Our work goes beyond finding protein substitutes.
Through precise ingredient formulations and advanced
technology,
we are uncovering new possibilities in plant-
based and functional foods.

The decisive difference in building products that global
consumers love and trust starts
with seeing what others
don't — and finding meaning in the details.

In 2014, Samyang Foods set its sights on the Halal
market — a space no one else was paying
attention to.
At the time, the complex procedures and costs made it
a difficult market to enter.
Yet despite over a quarter of the world's population
actively seeking Halal-certified products,
no Korean
ramen company had obtained the certification.

We read beyond the data.
It wasn't just the surging Muslim population figures. We
recognized a broader shift: Halal's
emphasis on hygiene
and cleanliness was poised to become a defining global
wellness trend.

We earned Korea's first KMF certification, followed by
the world-renowned MUI certification
— proudly reaching the tables of 2 billion Muslims. Our
insight, viewing Halal as a mark of
quality and a promise
of wholesome food to global consumers, proved right.

This proactive move also created explosive synergy with
Buldak Ramen,
becoming the unrivaled force driving our
leadership in global K-Food culture today.

We must cultivate the insight to see beyond the data —
to know what truly matters,
and what doesn't.

In 2006, Samyang Foods launched a New Product
Development Committee with
one mission: create a
delicious ramen without MSG.
The debates were heated. Teams argued their cases
with evidence and conviction.

"Without MSG, it's nearly impossible to maintain the
depth of flavor" vs. "Wellness trends
demand we leave it
out.
"Packaging needs to be bold — food photography is
non-negotiable" vs. "White packaging
and raw
ingredients will set us apart."

Opinions were divided between taste and health, safety
and innovation. But the decision
was clear: "We need to
show the market something genuinely new. Even with
the risks,
let's forge Samyang's unique path." From that
point on, everyone focused on execution.

Building on our "healthy noodle" heritage, we developed
an MSG-free flavor that didn't
compromise on taste, and
ramped up marketing to build recognition for the white
packaging
— turning initial objections into solutions.

《VEGETASTY》 went on to establish itself as a pioneer of
wellness ramen,
and remains a steady seller to this day.