Why Korean noodle companies are betting on overseas growth ambitions

How about some cheesy spicy noodles?Judging by export sales, the rest of the world isn’t fully understanding South Korea’s food exports, also known as “K-Food.”

According to the Ministry of Agriculture, Food and Rural Affairs, the export value of the “K-Food+” category, which includes the food and agricultural industry, soared to a record high of $13.62 billion in 2025.

This was an increase of 5.1% from the previous year, marking the 10th consecutive year of increase.

Instant noodles, or ramyeon, stood out. Exports rose nearly 22% to $1.52 billion, making it the first single food category to have overseas sales of more than $1 billion.

Spicy cheesy noodles and other new products resonated with consumers in China, the United States, and emerging markets in Central Asia and the Middle East.

“Global demand for Korean noodles continues to grow, and companies are expanding production and stabilizing supply chains to meet it,” the ministry said in a report for late 2025.

Other categories also gained attention overseas, with Korean sauces benefiting from demand for spicy and sweet flavors, and exports of ice cream and fruit also increasing.

Why are the humble packs of Korean instant noodles so popular? Analysts say culture plays a big role.

A big appeal of K-pop and Korean TV dramas is that food frequently appears on screen, stimulating demand. Scenes of characters eating ramen often appear in dramas, variety shows, and advertisements.

Oh Ji-woo, an analyst at securities firm CGS International, said just as K-pop companies are looking overseas for growth, Korean food manufacturers, especially those selling ramen, are doing the same.

Nongshim CEO Cho Young-cheol told employees at the beginning of 2026 that the company’s management principle for this year is “global agility and growth,” and encouraged employees to expand overseas locations.

Otoki CEO Hwang Sung-man said at a shareholders’ meeting in March 2025 that the company, best known for its gin ramen, will prioritize “exploring global markets” and aim for overseas sales of 1.1 trillion won ($746 million) by 2030.

CGS’ Oh said companies are looking outside South Korea because the domestic market is saturated. For example, Nongshim, best known for its Shin Ramyeon brand, holds more than 60% market share in South Korea.

“Their flagship products were first invented in the 1970s and ’80s; [the] The same products are sold every year, [with] There are no marketing costs,” she said.

South Korea’s declining population is also limiting long-term domestic growth, causing companies to look overseas, Oh added.

As a result, noodle manufacturers have turned to expanding K-Pop globally, signing popular ambassadors and icons to increase its appeal overseas.

Nongshim has appointed SM Entertainment’s girl group Aespa as its global ambassador in late 2025, following its collaboration with Netflix on a K-Pop Demon Hunters-themed noodle line. Otoki has appointed BTS member Jin as the brand model for Jin Ramen.

Rising living costs overseas are also boosting demand.

Macquarie’s November report said inflation has expanded the U.S. noodle market as consumers seek affordable and convenient meals.

Oh also pointed out that eating out is very expensive in the US and Europe. “Consumers want to save more money and try ramen. It’s delicious and cheap.”

According to the U.S. Bureau of Labor Statistics, the U.S. “away-from-home” food inflation rate topped 5.3% in 2021, a 13-year high, and peaked at 8.8% in March 2023.

Inflation has slowed since then, but the most recent inflation rate for this category was 4.1%.

In addition to a saturated market, South Korean instant noodle makers face government-imposed price hike limits, limiting their ability to offset rising costs, Macquarie said.

Meanwhile, companies can command higher average selling prices in overseas markets, Oh said. He added that in China and other Asian markets, average prices can be 30% to 50% higher than in South Korea, while in the United States, average prices can be about twice as high.

Macquarie said leading brands in Japan and South Korea are benefiting from changing consumption patterns as they focus on “product innovation and cultivating a premium brand image.”

Samyang Foods has been identified as a key beneficiary, with Macquarie forecasting it could increase its US market share from 11.4% currently to 23.9% by 2028.

“We believe premium instant noodles with strong product innovation will be a key driver in the U.S. market,” McCauley said.

Samyang Foods is known for its spicy instant noodles “Buldak” series, and gained popularity in 2014 with its “Fire Noodle Challenge” in which participants ate noodles without drinking water.

This trend led to regulatory scrutiny in 2024 when Danish authorities temporarily recalled some Burdak products due to high levels of capsaicin, which posed a serious health risk. The recall was later withdrawn.