Samyang Foods is a South Korean food company that makes Buldak, a popular variety of ramyeon (spicy instant noodles). Exports generate three-quarters of its revenue.
In America, Samyang's sales more than doubled between 2023 and 2024, and its products are now stocked in Target and Walmart. According to Numerator, a market-research firm, Samyang is Gen Alpha's favourite brand in America. Videos of the "fire-noodle challenge"—in which people try to swallow a packet of Samyang's most explosive offering—get millions of views on social media.
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