Pasta and gochujang butter: Korean instant noodle makers chase global tastes

For years, heat reigned supreme in the Korean instant noodle market. But in recent years, pasta-inspired varieties have begun to challenge that dominance. Korean food companies are targeting overseas consumers by combining the familiar appeal of pasta with instant noodles, already Korea’s top food export, and distinctive Korean flavors such as gochujang (red pepper paste) and bulgogi. Korean noodle makers have launched a string of pasta-inspired products designed for overseas markets in recent years, according to industry officials on Wednesday. Notable examples include Nongshim’s Shin Ramyun Toomba, introduced in 2024 as a spicy cream pasta take on its flagship noodles. Samyang Foods is positioning its protein pasta brand Tangle as its next major hit after Buldak, while Paldo and hy launched ARIH’s Modern Noodle range in collaboration with BTS this year. These products combine pasta shapes and creamy sauces familiar to overseas consumers with Korean heat and traditional ingredients such as gochujang and soy sauce. ARIH’s Modern Noodle range, for example, blends pasta and stir-