Even Cardi B Can’t Resist 'This Korean Food', The Rising Star of K-Dramas and a Global Sales Sensation

Korean ramen, or K-ramen, is igniting a global craze, fueled by its unique flavors and its growing presence in international pop culture.

Thanks to frequent appearances in Netflix dramas and films, K-ramen has captured the curiosity of consumers worldwide. Once just a convenience food, it has now transformed into a cultural icon, blending the appeal of Korean cuisine with the global influence of 'Hallyu' (the Korean Wave).

Korean ramen brands have embraced localization strategies to succeed in diverse international markets. For instance, halal-certified ramen, aimed at Muslim consumers, has found popularity not only in Islamic regions but also in non-Muslim countries. Samyang Foods was the first Korean company to obtain halal certification in Indonesia, paving the way for its expansion into the U.S. market with export-specific products tailored to local tastes.

Similarly, Nongshim introduced vegan ramen to meet the growing demand from environmentally conscious and health-focused consumers. These targeted strategies, designed to cater to the cultural and dietary preferences of different regions, have been pivotal in K-ramen’s success.

Social media has played a major role in amplifying the global popularity of K-ramen. The "chapaguri" (a fusion of Chapagetti and Neoguri ramen) scene in the Oscar-winning film 'Parasite' sparked worldwide interest in Korean instant noodles. Additionally, the raw ramen-eating scene in 'Squid Game' intrigued viewers and encouraged many to try K-ramen for the first time.

Celebrities have also fueled the craze. In the U.S., rapper Cardi B shared a video of herself cooking Korean ramen, which racked up tens of millions of views within a month and caused the product to sell out. Another viral video featured a young girl moved to tears after receiving K-ramen as a gift, garnering millions of views on TikTok and continuing the K-ramen frenzy.

Nongshim recently opened a "K-Ramen Supermarket" in Myeong-dong, Seoul, aimed at international tourists. The experiential store offers visitors the chance to pick and cook ramen on-site, creating a unique and interactive cultural experience. With photo zones and character merchandise, the store adds a fun, memorable element to the K-ramen experience.

Samyang Foods, leveraging the popularity of its “Buldak” (spicy chicken) ramen, has also expanded its market share in the U.S. and China, showcasing the global growth potential of Korean ramen.

Between January and May 2024, Korean ramen exports surged 36.2% year-on-year, reaching an all-time high of $486.2 million. This growth far outpaced the overall increase in agricultural exports, which rose 7.6%. Key markets such as China, the U.S., ASEAN nations, and Europe reported significant increases in ramen sales, underscoring its worldwide appeal.