Celebrity

How BTS’s Jimin Boosted Samyang Foods and Sparked the K-Ramen Boom

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On May 22, the 16th Asian Leadership Conference was held in Seoul, where Park Myung-wan, CEO of Pick Entertainment, highlighted the importance of familiarity in building fandom and generating revenue in the live industry.

He noted, “In 2020, the chairman of Samyang Foods appeared on a variety show and expressed gratitude to BTS Jimin.” He added, “Jimin’s live broadcast eating Buldak Noodles became a massive issue, leading to an explosive response that propelled Samyang Foods to surpass Nongshim, becoming the top ramen company. Familiarity and relatability are the power of live content.”

In 2022, Kim Jung-soo, Vice Chairman of Samyang Foods, appeared on SBS’s Food Talk and stated, “Buldak Noodles achieved record-high quarterly sales,” adding, “Thanks to Jimin of BTS sharing moments of enjoying Buldak Noodles, we’ve seen significant promotional effects.”

BTS Jimin has frequently enjoyed Buldak Noodles in various content, and his tearful eating moments sparked the “Buldak Challenge,” which gained traction not only among prominent domestic and international YouTubers but also with celebrities like Cardi B, who cited Jimin as her favorite and joined the challenge.

Fueled by this, Samyang Foods, the manufacturer of Buldak Noodles, a leading K-ramen brand overseas, reported a record-breaking quarterly operating profit exceeding 100 billion KRW in the first quarter of this year. Major domestic and international media have consistently credited Jimin, stating, “Thanks to Jimin, K-ramen is experiencing a second golden age.”

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A Samyang Foods representative, who sponsored BTS’s U.S. concerts, cited Jimin as a key factor in Buldak Noodles’ popularity in the U.S., even sending a message and gift stating, “Thanks to Jimin, we built a new factory in Miryang.”

Jimin, the first and only Korean solo artist to simultaneously top Billboard’s Hot 100 and Artist 100 charts, has not only reached global music heights but also made everything he eats and drinks—ramen, tteokbokki, dumplings, coffee, yuja tea—a global phenomenon, earning mentions in U.S. economic outlet Bloomberg and solidifying his status as an icon of K-culture.

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