03/05/2025

LYFE SATURDAY | MAY 3, 2025

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W HAT began as a daringly spicy noodle in South Korea has become a global food icon, and Samyang Foods Inc is showing no signs of slowing down. With exports surpassing US$1 billion (RM4.31 billion) last year, the brand behind the iconic Buldak Bokkeummyeon has ignited taste buds, trends and trade charts in over 100 countries, including Malaysia. Seoul-based Samyang Foods Inc attributed the export surge, up 65% from the previous year, to the company’s laser focus on consumer reactions. “We created the taste of the street food that foreign visitors used to gather around in Myeongdong. Based on this experience, we have set a goal to spread Korea’s spicy flavour globally,” said the company. According to Yonhap News

The US market, bolstered by the mukbang trend and a growing interest in Asian flavours, saw accelerated demand, while China’s appetite for spicy food – combined with the brand’s localisation strategy – drove rapid growth. “The popularity of Buldak has introduced Korean spicy food culture to the world, particularly among younger generations. It has also enhanced the international perception of Korean cuisine,” the company added. To meet global demand, Samyang is expanding its production infrastructure, including the construction of its first overseas plant in China, scheduled for completion by 2027. Asked about lessons for Malaysian manufacturers, the company emphasised the importance of authenticity. “Buldak succeeded due to its originality. We did not push the trend – we allowed the spicy culture led by consumers to thrive organically. Malaysia’s cuisine has the same global potential,” it said. Samyang also offers variants tailored to different regional preferences, including cheese, carbonara and country-specific flavours such as Poo-Phad-Pong Curry in China. While the Scoville scale, a measurement used to quantify the pungency or spiciness of chilli peppers and other substances, remains the standard for gauging spiciness, the company continues to adapt its products to suit consumer preferences and meet safety regulations in each market. Beyond product innovation, Samyang highlighted its commitment to corporate social responsibility, including the development of eco-friendly production systems, nutritionally balanced foods and community-based initiatives. “We are committed to sustainable growth in harmony with nature,” the company said. From its humble beginnings in Seoul’s food alleys to reaching homes in over 100 countries, Samyang’s global journey is viewed as a case study in strategic branding, cultural export and responsive innovation. – Bernama

Samyang Foods says the popularity of its Buldak noodles has introduced Korean spicy food culture to the world. – 123RFPIC

Korean ramen goes global o How Buldak spicy noodles became foundation for culinary empire

Samyang said the virality of the mukbang challenge had significantly boosted brand visibility and led to stronger digital marketing strategies. The company also credited its proactive approach to halal certification as a key to penetrating Muslim-majority markets, including Malaysia and Indonesia. “This strategic step helped us broaden our reach and diversify product offerings, including flavours inspired by Thai cuisine and halal -compliant snacks,” it said. The company further noted the global demand for spicy noodles has contributed positively to South Korea’s food export sector. The US and China remain among Samyang’s most influential export destinations.

further bolstered by the Buldak Challenge, a social media phenomenon that began in 2014 and sparked international curiosity about Korean spicy ramen.

Agency, exports accounted for 77% of Samyang’s total revenue, which reached 1.73 trillion won (RM6.9 billion) last year. Samyang’s momentum was

The Buldak Challenge, a social media phenomenon dating back to 2014, has boosted the noodles’ popularity. – PIC FROM FACEBOOK @JUSTTWOCENTS

Wonders of chocolate’s base ingredient CACAO beans have uses that go beyond being the base ingredient of our hot chocolate mixes or the traditional Easter treats to hide in the garden. Today, cacao beans are processed in all sorts of ways to make the most of every part of the bean. Here are a few examples of how cacao beans are utilised: Cacao water had spotted a new opportunity by launching its first functional beverage, made from cacaofruit. Mucilage in fine dining dessert creations in an area traditionally used for cacao cultivation. Ecuadorian brand Muze Cacao is a partner for this vast project. In cosmetics In Cote d’Ivoire, the leading cacao-producing country, an

In the world of pastry, mucilage is a novel ingredient that some top chefs are experimenting with. Its fruity flavour has serious potential for creating a new kind of chocolate dessert. At the Four Seasons George V hotel in Paris, the young prodigy Michael Bartocetti sources it from Vietnam. As building material In Ecuador, an architectural project aims to build an eco-village made up of sustainable buildings constructed from recycled cacao bean waste. This raw material gets fed into 3D printers to produce fibers capable of constructing buildings

artisan chocolatier (Le Chocolatier Ivoirien), who launched his brand to demonstrate that the country also had the skills to transform the raw material into chocolate bars, recently initiated a project to recycle cacao beans into powder for use in make-up foundation. In fact, the entrepreneur is turning the technique of using cocoa powder as foundation for black skin into a commercial venture. It is a trick that legendary make-up artist Pat McGrath spoke about when discussing the beauty industry’s long journey to producing for diverse skin tones.

Mucilage – a whitish pulp that surrounds fresh beans. South American workers who harvest the pods have long been used to sucking this white material-like candy. There are now several ways to make use of this raw material, including as cacao water. A simple cold extraction process produces a juice with a tangy taste that is rich in antioxidants and theobromine, an energiser similar to caffeine. In late 2021, chocolate giant Barry Callebaut announced it

Cacao can be used for a variety of sustainable and eco-friendly applications. – 123RFPIC

In fragrance It is only a short step from cosmetics to perfumery. The TechnicoFlor group, which develops aromatic compositions for perfume

houses, has unveiled some surpris ing fragrances all based on the reuse of waste products, including cacao extracted from pods. – ETX Studio