Samyang's founder-family leader bet on Buldak fire noodles and exports took off

Samyang Foods, Korea's first instant-noodle maker, had slipped behind bigger rivals when the founder's daughter-in-law Kim Jung-soo joined in 1998 and rose inside the family firm. She is credited as the creator of the recipe behind the Buldak ramyeon series, which launched in 2012.

Buldak's intense heat ignited a viral eating challenge from 2014, and Kim drove the brand and the overseas push while most rivals focused on the domestic market. The company bet that an extreme-spice product could travel, and exports began compounding quickly.

By 2024 exports reached 1.34 trillion won, 77% of total sales of 1.73 trillion won; in 2025 overseas sales hit 1.9 trillion won, about 80% of the total. Kim was promoted to vice chairman in 2021 and chairman in 2026 as the Buldak era peaked.

Exports rose from 93 billion won (2016) to 1.9 trillion won (2025); 2024 exports hit 1.34 trillion won, 77% of sales; about 1bn Buldak units sell a year in 100 countries.

Chose an extreme-spice niche instead of fighting Nongshim head-on.

Bet early on exports while domestic demand was flat.

Kept the product's creator inside leadership through promotions.

Let a viral internet challenge amplify the brand for free.

A niche, polarizing product can beat giants if a family leader owns the bet and pushes exports — an extreme-spice noodle turned a lagging Korean maker into a global brand.

Samyang built new plants to serve global demand, registered Buldak trademarks against counterfeits, and saw its shares jump about 60% in a year; Kim's 2026 promotion to chairman formalized the family leadership that made the bet.