[Edaily Reporter Kim Mi-kyung] Samyang Foods is accelerating its efforts to grow its pasta brand, Tangle. Following the success of its flagship brand, Buldak Bokkeummyun, the company has launched consumer-experience marketing to strengthen its presence in the healthy noodle market.

#Samyang Foods announced on the 19th that it will hold the “Tangle Protein Pasta Support Truck” campaign at major locations in Seoul from the 21st to the 24th. This campaign is designed to allow consumers to taste the product firsthand and experience the brand. Starting at Yeobit Island on the Han River, the campaign will tour major high-traffic areas in Seoul, including the Korea Press Center, Cheonggye Plaza, and the DDP Eoullim Plaza.

At each location, 250 people will have the opportunity to sample “Tangle Garlic Shrimp Protein Pasta” and “Tangle Mushroom Cream Pasta.” The Garlic Shrimp Protein Pasta features a creamy sauce enhanced with shrimp and garlic for a savory and spicy flavor, while the Mushroom Cream Pasta is characterized by its rich flavor, achieved by adding button mushrooms, shiitake mushrooms, and truffle essence. Both products have been recognized for their taste excellence, having won the “Excellence in Taste Award” at an international food and beverage competition.

Samyang Foods has gone beyond a simple tasting event to organize interactive programs. The company plans to encourage consumer participation through a timer game based on the product’s protein content (18g) and a roulette event reflecting key product features such as high protein, dietary fiber, and a 4-minute cooking time. On the 24th, the final day of the campaign, a special performance will also be held at the DDP Eoullim Plaza.

Recently, as demand for health-conscious products—such as those high in protein and low in calories—has grown, the food industry has been focusing its efforts on the dried noodle and protein food markets. Samyang Foods is also diversifying its product portfolio through the “Tangle” brand, which is based on its proprietary dried noodle technology.

A Samyang Foods representative stated, “We organized the ‘Support Luck’ event to add a joyful culinary experience to consumers’ healthy lifestyles and to promote Tangle’s unique brand value,” adding, “We invite you to experience Tangle Protein Pasta, which offers both great taste and nutrition, right here at the event.”