[Edaily Reporter Kim Ji-woo ] “I was curious because BTS enjoyed it so much, but since it wasn’t available in Korea, I waited for it to be released.”

After footage of BTS members eating noodles, energy drinks, and sodas from the brand “ARIH” was released on the fan platform Weverse Live, fans began searching for these products. Interest in the brand grew even more once it became known that ARIH was “a brand created jointly by BTS and hy.”

According to the food industry on the 25th, hy and Paldo are aiming to expand their overseas business by promoting “ARIH.” Interestingly, the brand was first launched in the U.S., not in Korea. ARIH debuted its products at Walmart in the U.S. last April and went on sale in Korea in June. Recently, sales have also begun in Japan and Canada. Additionally, the company is pursuing product approvals and entry into local distribution channels in South America and other regions.

From the outset, “Ari” was not intended to be a “brand that succeeds domestically before exporting.” HY, Paldo, and HYBE established a U.S. joint venture, “HYH America,” to launch their global business. BTS served not merely as advertising models but actively contributed their input—from the initial planning stages—on the name, flavor, concept, and package design. As a result, “Ari” has been naturally featured in BTS’s everyday interactions with fans, leading to purchases by those fans. In fact, just three days after its U.S. launch, ARI earned the “Best Seller” badge on Walmart’s online store.

The food industry’s traditional model—exporting products that were already hits in Korea—is being disrupted. The new strategy involves creating brands and products specifically for overseas consumers from the outset or bringing products that have already proven their market potential abroad into the domestic market.

“Shin Ramyun Gold,” which Nongshim launched in Korea last January, is a prime example. Shin Ramyun Gold is a reinterpretation of the overseas-exclusive “Shin Ramyun Chicken” product—originally launched by Nongshim in 2023 in the UK, Australia, and Malaysia—tailored to Korean tastes. Sales of Shin Ramyun Gold surpassed 10 million packs within just one month of its launch.

A Nongshim official stated, “As domestic consumers’ interest in local overseas products grows, major domestic distributors are increasingly requesting to import and sell local products from the U.S., China, and other countries,” adding, “Even if we make some adjustments for the domestic launch, we aim to preserve the original concept and core flavor as much as possible.”

Dongwon Home Food has also brought products originally targeted at U.S. consumers to Korea. Vivid Kitchen’s “Kimchi Salsa” and “Kimchi Chipotle Mayo Sauce,” recently launched in Korea, were first introduced in the U.S. in 2024. These products are characterized by their reinterpretation of kimchi in the form of salsa and chipotle mayo. Since opening a dedicated store on Amazon U.S. in the first quarter of last year, Vivid Kitchen’s average daily sales have increased by approximately 700% compared to the initial launch period. The company explained that, based on these local sales results, it determined the products would be commercially viable in the domestic market as well.

SamyangFoods’ “Large Cup Phu Phat Phong Curry Buldak Bokkeummyun” was first sampled by Chinese consumers before it reached the Korean market. Introduced as a limited edition in China in October 2024, the product was launched at domestic convenience stores last April. The company explained that this decision took into account the growing interest in Thai cuisine within Korea.

The reason behind the rise in such “reverse launches” is that the boundaries between domestic and overseas food markets are becoming increasingly blurred. As social media and overseas travel have become commonplace, products originally intended for overseas markets are quickly gaining traction among domestic consumers. In effect, K-food—reimagined to suit the tastes of overseas consumers—is being embraced as a novel flavor in Korea.

An industry official stated, “As K-food gains global popularity, Korean consumers are also showing interest in how it is reinterpreted overseas,” adding, “If consumer response in a specific region is positive, we decide to launch derivative products or expand into other regions.”