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The Ramyeon Library at CU Hongdae Sangsang branch in Mapo-gu, Seoul, Jan. 11. 2026. Yonhap |
SEOUL, January 19 (AJP) - Beneath the global rise of K-ramyeon lies a harsher reality at home: much of Korea’s food industry is shrinking, squeezed by a prolonged domestic consumption slump, rising input costs and a weak currency that has inflated import prices.
On the surface, K-food appears unstoppable. Samyang Foods’ Buldak Spicy Chicken Noodles dominate convenience-store shelves worldwide, while Nongshim’s Shin Ramyun has become a staple at major U.S. retailers such as Walmart.
But the export boom is far from universal.
Samyang Foods now generates 81 percent of its sales overseas, with Nongshim and Pulmuone also posting steady growth abroad. Beyond this narrow group, however, many food makers remain heavily exposed to weak domestic demand.
Binggrae, whose Melona brand has become an icon of “K-ice cream” in North America, still derives only 13.7 percent of its revenue from exports as of 2025. That limited overseas exposure has failed to offset falling local consumption and rising costs, prompting the company to offer voluntary retirement to employees across the organization.
A similar pattern has emerged among other domestically focused firms. Lotte Wellfood reported a consolidated operating profit of 63.9 billion won in the third quarter of 2025, down 8.9 percent from a year earlier, citing higher cocoa prices and one-off costs linked to voluntary retirement programs.
The contrast with export-driven peers is stark.
According to the Korea Customs Service, ramyeon accounted for 13.3 percent of total K-food exports last year, followed by seaweed at 10 percent and confectionery at 6.7 percent. Together, the three categories made up roughly 30 percent of total exports — and the companies most exposed to these segments delivered the strongest earnings.
Samyang Foods posted third-quarter consolidated sales of 632 billion won and operating profit of 130.9 billion won in 2025, up 44 percent and 49.9 percent, respectively, from a year earlier, driven by surging overseas demand. Nongshim reported sales of 871.2 billion won and operating profit of 54.4 billion won, with operating profit jumping 44.7 percent. Pulmuone also recorded solid growth, with sales rising 6.6 percent and operating profit up 14.4 percent.
Industry observers say the outperformance was driven not only by wider distribution but also by consumer engagement strategies centered on social media.
“Rather than relying on traditional marketing, we expanded by communicating with consumers through social media-linked campaigns such as the ‘Fire Noodle Challenge’,” said Lee Hye-ryeong, a manager at Samyang Foods. “We organized events like speed-eating contests at schools and other on-site activities, and the distinctive taste of Buldak created a synergy with those efforts. We plan to continue this approach in 2026.”
Such direct communication helped turn online buzz into real demand abroad, accelerating Buldak’s expansion into mainstream retail channels.
More broadly, analysts say exports have become the industry’s primary growth engine, fueled by rising shipments of ramyeon and beverages to the United States, Southeast Asia and China. Stronger brand recognition, aggressive overseas marketing and localization strategies have allowed leading players to scale beyond the limits of the domestic market.
The message is becoming unmistakable. In an era of weak local consumption, the K-food boom belongs to those that treat overseas markets not as a supplement, but as their main stage. For companies that fail to do so, global popularity alone may not be enough to ensure survival.
Ryu Yuna Reporter Julia37@ajupress.com
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