Indomie, a subsidiary of Indonesian food giant Indofood and one of the world’s largest instant noodle producers, launched three Korean-inspired flavors on October 31, prominently featuring Korean text “한국라면” (Korean Ramyeon) on its packaging. (Photo: a screenshot from Indomie’s Instagram)
SEOUL, Nov. 4 (Korea Bizwire) – In a significant nod to the growing global popularity of Korean instant noodles, Indonesia’s leading noodle manufacturer has unveiled a new Korean Ramyeon product line featuring K-pop sensation NewJeans, as international companies increasingly capitalize on the K-food phenomenon.
Indomie, a subsidiary of Indonesian food giant Indofood and one of the world’s largest instant noodle producers, launched three Korean-inspired flavors on October 31, prominently featuring Korean text “한국라면” (Korean Ramyeon) on its packaging.
Notably, the company opted for the Korean pronunciation “ramyeon” rather than the Japanese “ramen” in its English labeling.
The launch campaign, featuring NewJeans members enthusiastically sampling the noodles and exclaiming “It’s so delicious, Indomie!” in Korean, garnered nearly one million views within 24 hours of its release on YouTube. The new lineup includes spicy soup, rose cream, and spicy chicken varieties.
According to Singaporean news channel CNA, Indomie’s selection of NewJeans as global brand ambassadors reflects its ambition to expand in international markets beyond Indonesia. The company currently exports products, including its flagship Mi Goreng, to over 100 countries.
Korean industry insiders view this development positively, suggesting it could benefit domestic manufacturers.
Indomie, a subsidiary of Indonesian food giant Indofood and one of the world’s largest instant noodle producers, launched three Korean-inspired flavors on October 31, prominently featuring Korean text “한국라면” (Korean Ramyeon) on its packaging. (Photo: a screenshot from Indomie’s Instagram)
“Foreign companies using Korean language in their products can boost recognition of Korean products and improve overall perception of Korea,” said a representative from a Korean noodle company. “This could open new markets by introducing Korean ramyeon to previously unfamiliar consumers.”
The trend extends to Japan, where Nissin, which invented instant noodles in 1958, released a product last March clearly inspired by Samyang Food’s popular Buldak Bokkeum Myeon.
The Japanese product prominently displays “볶음면” (stir-fried noodles) in Korean and even includes “Korean-style” in Chinese characters, mimicking Samyang’s pink packaging and cartoon character placement.
A Samyang Food representative noted that while legal action was considered, it wasn’t deemed viable. “Such imitation products are emerging overseas due to Buldak’s immense popularity,” they explained.
Similar cases have emerged across Asia. Nissin has launched “Korean Buldak flavor” noodles in Thailand, while Thai brand MAMA offers “Oriental Kitchen Hot Korean” noodles with packaging similar to Buldak Bokkeum Myeon.
In China, Samyang won a first-instance trial last year against counterfeit Buldak products, with appeals ongoing.
These developments come as Korean ramyeon exports reach unprecedented heights. From January to October of this year, exports surged 30% year-over-year to $1.02 billion, already surpassing 2023′s total of $952 million. Growth has been particularly strong in U.S. and European markets.
Agriculture Minister Song Mi-ryung recently emphasized the need to explore emerging markets in the Middle East, Latin America, and India. The Ministry of Agriculture, Food and Rural Affairs attributes the export boom largely to the global popularity of Korean entertainment content.
Ashley Song (ashley@koreabizwire.com)
