Samyang Foods has been selected as the 'best brand preferred by the Alpha generation in the United States for 2024.'
On the 16th, global market research firm Numerator summarized the brands beloved by consumers over the past year, naming Samyang as the top brand preferred by the Alpha generation (born from the early 2010s to the mid-2020s).
Numerator ranked based on results such as ▲household penetration rate, ▲sales growth rate, and ▲social buzz volume. They noted that, 'The impact of Samyang Foods on the Alpha generation has been particularly pronounced, centered around social media and digital marketing.' Other brands in the ranking included ▲popular American tumbler 'Owala', ▲natural soap 'Dr. Squatch', ▲online game 'Fortnite', and ▲fruit ice cream 'Johnny Pops'.
Samyang Foods ranked fourth in the 'fastest growing brand' sector. Numerator explained, 'Thanks to the viral effect of TikTok's "Fire Noodle Challenge", Samyang rose alongside Melinda (hot sauce) and Huey Fong Foods (Sriracha sauce) in the rankings.'
In fact, Samyang America's sales reached approximately 280 billion won ($190 million), an increase of 126% compared to the previous year, based on the first to third quarters of 2024. The third-quarter sales alone exceeded the total sales for 2023 (approximately 160 billion won).
Samyang Foods analyzed that their strategy of engaging directly with consumers through global marketing and naturally spreading it on social media has been effective. A notable example was when a girl cried with joy after receiving a Carbobuldak as a birthday gift last May, and the video surpassed 100 million views on TikTok, leading to a surprise party where they visited her home to deliver a gift.
Post Denmark's recall lift, campaigns such as the 'Fire Spicy Fairy Party' and the 'Splash Fire Noodle' campaign, which attracted about 40,000 participants across five cities worldwide, have also garnered positive responses on platforms like TikTok and Instagram, which Samyang Foods considers one of the important factors in this survey result.
A representative from Samyang Foods said, 'The marketing strategy that communicates with consumers is receiving a positive response, which leads to spontaneous social buzz among the global Alpha generation,' adding, 'We plan to carry out various activities to target global markets in the future.'
Meanwhile, global market research firm Numerator is one of the largest research corporations in the United States that integrates data on brands, marketing, products, and sales to provide market information. Established in 1990, it employs over 2,500 people worldwide and conducts consumer research analysis based on a panel consisting of over 1 million American consumers.