Samyang Foods (003230.KS) is making its first appearance at SIAL Paris 2026, a global food exhibition, pushing into the European market with its Buldak brand and its Tangle pasta line. Chairwoman Kim Jung-soo traveled to Paris in person, lending weight to the company's push to expand overseas.
Samyang Foods said on the 20th that Kim visited SIAL Paris 2026, which opened in Paris on the 17th, to review the company's exhibition operations. Kim toured Samyang Foods' display area and a business lounge set up for meetings with buyers, then thanked staff working at the venue. She also examined the latest trends in the global food industry firsthand.
SIAL Paris is held every two years and is considered one of the world's three largest food fairs, alongside Anuga in Germany and Foodex Japan. This year marks Samyang Foods' first time at the exhibition.
For this year's show, Samyang Foods built an interactive space under the theme "CRAVE LAND." Large LED screens and installations were arranged around the red and black colors that symbolize Buldak, and the company unveiled Pepo, a newly developed Buldak character.
The company also prepared programs that let visitors taste products and experience the brand directly. Tasting events are held four times a day, featuring Buldak Original and Carbo Buldak as well as Tangle varieties including Creamy Mushroom, Garlic Oil and Bulgogi.
A digital stamp tour available in English and French and a social media event were also held. Visitors who completed missions using QR codes received ramen and souvenirs, drawing participation at the venue.
Alongside consumer-facing brand promotion, Samyang Foods is focusing on expanding its local distribution network. In a separate business lounge, the company met with overseas buyers to find new accounts. The plan is to extend the global recognition built around Buldak to other product lines such as Tangle.
"Through various interactive programs using our new character Pepo, we plan to show European consumers the brand strength of Buldak and Tangle," an official at Samyang Foods said.
Separately, this year's SIAL Paris featured a "K-Food Leading Companies Pavilion" organized by the Korea Food Industry Association. Eleven South Korean food companies took part, including Samyang Foods, Nongshim, Lotte Wellfood, Binggrae and Daedoo Food.
