Samyang Foods' 'Buldak' noodles surpass 10 billion global sales

Samyang Foods' iconic "Buldak" brand has achieved a monumental milestone, surpassing 10 billion cumulative sales worldwide since its debut in 2012. This remarkable achievement underscores the brand's immense global popularity and its significant impact on the instant noodle market.

The brand's sales trajectory has been nothing short of explosive. After crossing the 1 billion cumulative sales mark in 2017 and exceeding 4 billion in 2022, Buldak reached 9 billion sales in the latter half of 2025. It has now achieved another 1 billion sales in just six months, bringing the total to 10 billion. This translates to an astonishing average of 63 Buldak packs sold every second across the globe, generating approximately 7 trillion Korean won (about $5 billion USD) in cumulative revenue.

To maintain this momentum and connect with a younger demographic, Samyang Foods is introducing "Pep-o," a new character designed to be the next protagonist in the Buldak universe. Developed by its affiliate Samyang Ani, Pep-o is depicted as a chick hatched from an egg laid by the existing character, "Hochi," after consuming a chili pepper. The company plans to leverage Pep-o to expand the Buldak brand beyond food products into various sectors, including digital content and merchandise.

Domestically, Samyang Foods will begin rolling out new Buldak packaging featuring Pep-o this month, starting with the Buldak sauce and progressively applying it to the Buldak stir-fried noodle series, including the original and carbonara flavors. Additionally, a dedicated website, "pepoworld.com," will launch in August, offering a range of merchandise such as dolls, keychains, and cushions.

A Samyang Foods representative stated, "We will not rest on our laurels. By introducing the next-generation character Pep-o and providing differentiated brand experiences across various domains, we aim to communicate with young global consumers and maximize the brand value of Buldak."

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We will not rest on our laurels. By introducing the next-generation character Pep-o and providing differentiated brand experiences across various domains, we aim to communicate with young global consumers and maximize the brand value of Buldak.