Companies rush to introduce spicier instant noodles

A consumer shops for instant noodle products at a grocery store in Seoul, June 28. Newsis

By Kim Jae-heun

Local instant noodle makers are competing to introduce spicier products to attract young consumers who want to show off their tolerance for spiciness, according to company officials, Tuesday.

Nongshim, the country's largest instant noodle firm, is continuing to expand its lineup of spicy products.

The company will introduce a limited amount of Shin Ramyun The Red on Aug. 14. It has a pungency of 7,500 Scoville heat units (SHU), which is more than two times higher than the original Shin Ramyun's 3,400 SHU. Nongshim's hottest instant noodle currently available in the market is Angry Neoguri with 6,080 SHU.

“We have seen more consumers showing interest in not only spicy instant noodles but also spicy food in general. We are targeting that niche market to meet consumer demand, both within and outside of the country,” a Nongshim official said.

Nongshim's new Shin Ramyun The Red / Courtesy of Nongshim

Earlier in January, Nongshim launched Shin Ramyun Zepeto Cup Noodle, which is three times spicier than the original version. The product was developed reflecting consumers' opinions on their favorite recipe of the company's all-time best-selling spicy instant noodle product.

Another instant noodle maker Ottogi will introduce Mayeul Ramen in mid-August. It is made by adding extra garlic and pepper to its existing popular spicy instant noodle product Yeul Ramen.

Although, the new product's detailed specification is yet to be revealed, its' pungency is expected to exceed that of Yeul Ramen. Ottogi already made its latest Yeul Ramen product spicier in 2012 by adding more than twice the amount of red pepper powder from the previous version to increase its SHU from 2,100 to 5,000.

“Nowadays, consumers love spicy instant noodles. We have Jin Ramen and Yeul Ramen, but Mayeul Ramen is spicier. We are not simply focusing on introducing spicier products. We chose garlic, one of locals' favorite ingredients, to increase the flavor as well as the product's pungency,” an Ottogi official said.

Samyang Foods is the current leader in the spicy instant noodle market. Starting with its Buldak Stir-Fried Ramen, the company has been strengthening its lineup steadily, generating considerable sales not only in Korea but also overseas.

Since beginning exports overseas, Buldalk Stir-Fried Ramen has been setting new performance records every year. The product's exports alone accounted for 66.6 percent of Samyang Foods' sales last year of 909 billion won (793.8 million).