Samyang Foods Unveils Buldak at SIAL Paris

Kim Jung-soo, Vice Chairperson of Samyang Foods, poses for a commemorative photo with PEPPO at 'SIAL Paris 2026,' which opened on Oct. 17 local time at the Paris Nord Villepinte Exhibition Centre in France. (Photo provided by Samyang Foods) CRAVE LAND Draws Crowds With Buldak Tastings, QR Stamp Tours, And Tangle Promotions A red wave of “spicy flavor” is sweeping through the site of the world’s largest food trade fair. Samyang Foods is making its first appearance at 'SIAL Paris 2026,' currently under way at the Paris Nord Villepinte Exhibition Centre in France, where it is rolling out large-scale marketing centered on its Buldak and Tangle brands. Kim Jung-soo, Vice Chairperson of Samyang Foods, personally visited the exhibition on the opening day, local time on Oct. 17, and took charge of on-site management. Kim toured the main booth and business lounge set up inside the Korea Pavilion, encouraging employees while also identifying the latest trends in the global food industry as part of a push to expand the company’s footprint in the European market. Samyang Foods’ main booth, 'CRAVE LAND,' is drawing visitors’ attention with striking visual staging. A large sculpture of the Buldak character 'PEPPO' positioned above the booth, along with LED screens in bold red and black, stands out even from a distance across the exhibition hall. The space, combining three-dimensional brand installations with a variety of video displays, has gained word-of-mouth attention as an on-site photo spot, continuing to draw a steady flow of visitors. At the venue, hands-on programs designed to stimulate visitors’ five senses are being actively operated. At the large tasting zone, held four times daily, visitors are offered Buldak Original, Carbo Buldak, and three varieties from Tangle, the protein pasta brand. A local visitor identified as Chloe said, "The soft spiciness of Carbo Buldak was impressive," while local distribution buyers also gave high marks to the products’ scalability and competitiveness. Also helping fuel the popularity is the 'QR digital stamp tour,' introduced as part of the company’s experiential marketing. Visitors who complete missions offered in English and French receive souvenirs consisting of branded goods and representative ramyeon products. Crowds gathered to take part in the event, at times creating long waiting lines around the booth. A Samyang Foods official said the company views its participation in this year’s exhibition as an important turning point in solidifying brand awareness in Europe. The strategy is to imprint the strong brand power of Buldak and Tangle on European consumers through impactful staging featuring large character installations and direct tasting experiences. The exhibition will continue through Oct. 20, and Samyang Foods plans to expand its points of contact with global buyers during the remaining period, centered on its business lounge.