South Korea's Shin Ramyun adapts overseas with localized flavors

April 26 (Asia Today) -- South Korea's flagship instant noodle brand Shin Ramyun is seeing stronger growth overseas than at home, as manufacturers adjust flavors, ingredients and pricing to match local preferences, a comparison of domestic and Japanese products showed Sunday.

According to the Ministry of Agriculture, Food and Rural Affairs, South Korea's instant noodle exports reached $435 million in the first quarter, up more than 26% from a year earlier, with monthly exports hitting a record high in March.

Amid growing interest in how products differ by market, a side-by-side tasting compared domestic cup noodles with Japanese export versions of Shin Ramyun, including "Kimchi Shin Ramyun" and "Shin Ramyun Red."

While all products are manufactured in South Korea, their composition differs. The noodle weight is the same, but export versions for Japan contain more dehydrated toppings, bringing total weight to 68 grams compared with 65 grams for the domestic version.

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The Japan-bound "Kimchi Shin Ramyun" features a lighter-colored broth and milder taste, with reduced spiciness and a noticeable sour note from freeze-dried kimchi. The soup is clearer and less intense than the domestic version, offering what testers described as a "mild kimchi ramen."

By contrast, "Shin Ramyun Red" targets consumers seeking stronger flavors. The product includes larger and more abundant toppings such as carrots, green onions and mushrooms, with a spicier broth that intensifies over time while maintaining the brand's signature savory base.

The domestic version serves as the baseline, balancing heat and umami with a chewy noodle texture and a rich, spicy broth. However, it contains fewer toppings compared with the Japanese export variants.

Nongshim said the differences reflect local market expectations. A company official in Japan noted that competing cup noodles there often include significantly larger quantities of toppings, prompting adjustments to remain competitive.

Pricing also varies. In Japanese convenience stores, Shin Ramyun cups sell for about 236 yen (about 2,187 won, or roughly $1.60), nearly double the domestic price, reflecting higher ingredient content and local distribution structures.

Food manufacturers typically tailor processed products to each market based on factors such as cost of living, exchange rates, retail channels and competition - similar to how global chains like McDonald's adjust pricing by country.

Despite these changes, Nongshim said it aims to maintain the overall flavor identity of Shin Ramyun across markets, noting that differences perceived by consumers may not be significant.

Shin Ramyun's global growth has been a key driver of the brand's performance. Total sales reached 1.54 trillion won ($1.03 billion) last year, with overseas revenue surpassing 1 trillion won ($670 million) for the first time, significantly outpacing domestic growth.

-- Reported by Asia Today; translated by UPI

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Original Korean report: https://www.asiatoday.co.kr/kn/view.php?key=20260426010008170