[Edaily Reporter kim mi-kyung ] SamyangFoods is set to target the Japanese market—the birthplace of ramen—with “Samyang 1963,” a premium ramen brand that embodies the heritage of Samyang Ramen. The company is accelerating the diversification of its global portfolio by expanding its overseas business, which had previously focused on Buldak, to include regular ramen.

SamyangFoods(003230)The company announced on the 6th that it held a “Samyang 1963” product launch and tasting event for local media in Akasaka, Tokyo, on the 2nd. Held ahead of the product’s official launch in Japan this month, the event was attended by 22 representatives from 18 local media outlets. Hong Beom-jun, CEO of Samyang Japan, and Mizuki Miyai, Head of Marketing at Samyang Japan, introduced the product’s brand story and launch plans for Japan during the event.

Local media representatives cooked and tasted the product themselves, evaluating its flavor and texture. According to SamyangFoods, they responded positively to the product’s well-balanced spiciness, chewy noodles, and rich broth. The company noted that attendees showed particular interest in the background behind the Uji deep-frying method, how the product differs from existing ramen, and the company’s strategy for penetrating the Japanese market.

Samyang 1963 is a premium ramen that offers a modern reinterpretation of the brand heritage of Samyang Ramen, which was first introduced in Korea in 1963. It is characterized by the revival of the lard-frying method—used for the first time in 36 years since 1989—to bring out the nutty flavor of the noodles. To target the Japanese market, the product’s broth flavor was designed to stand out. By utilizing extracts from various ingredients—including beef, chicken, garlic, and green onions—the company enhanced the umami and achieved a rich, full-bodied broth.

SamyangFoods plans to officially launch “Samyang 1963” in Japan this month. Following the product’s debut in the U.S. market last August, the company plans to continue its expansion into overseas markets by extending its sales reach to Japan. After the launch, the company intends to boost brand awareness through various marketing activities targeting local Japanese consumers.

Hong Beom-jun, CEO of Samyang Japan, stated, “Samyang 1963 is a product that embodies the ramen heritage SamyangFoods has cultivated for over 60 years since its inception,” adding, “We will convey to Japanese consumers a taste and brand value distinct from Buldak, and we will continue to expand our engagement with local consumers through a diverse range of products.”