Samyang Foods Launches Broth-Based Ramen Line in Japan

Hong Beom-jun, head of Samyang Japan, speaks at a launch and tasting event for the “Samyang 1963” product line in Akasaka, Tokyo, on Dec. 2. Photo courtesy of Samyang Foods

Samyang Foods (003230.KS) is expanding its overseas noodle lineup with the launch of Samyang 1963 in Japan, aiming to build on the global recognition it gained from Buldak Stir-Fried Ramen to establish a presence in broth-based ramen.

The company said on the 6th that it will formally launch Samyang 1963 in the Japanese market this month. Samyang 1963 is a modern reinterpretation of Samyang Ramen, the product the company introduced in 1963. It revives the beef tallow frying method once used to make Samyang Ramen, applying it again for the first time in 36 years since 1989. The product was released in South Korea in November last year.

Ahead of the official launch, the company held a product presentation and tasting event for local media on the 2nd in Akasaka, Tokyo. Twenty-two journalists from 18 Japanese outlets attended. Hong Beom-jun, head of Samyang Japan, and Mizuki Miyai, marketing director, introduced the brand story behind Samyang 1963, its product features and the launch plan for Japan. Attendees cooked and sampled the product themselves and asked about the reasoning behind the beef tallow frying method, how it differs from existing ramen products and the local sales strategy.

The new product for Japan features an altered broth flavor tailored to local consumer preferences. The company said it delivers a richer, fuller broth by adding savory depth drawn from ingredients including beef, chicken, garlic and green onion. Samyang Foods plans to raise brand awareness through various local marketing efforts after the launch.

The company first introduced Samyang 1963 in the U.S. market in August this year, ahead of the Japanese rollout. The moves are part of an effort to broaden a global portfolio centered on spicy stir-fried noodles such as Buldak by offering broth-based ramen in major markets.

“Samyang 1963 carries the ramen heritage we have built over more than 60 years since the company’s founding, and it is fully competitive in the Japanese market,” Hong said. “We will convey to Japanese consumers a taste and brand value from Samyang Foods that is different from Buldak, and continue to widen our points of contact with local consumers through a range of products.”