Vice Chairman Kim Jung-soo of Samyang Foods visited Europe after the United States, which has emerged as a strategic export market, embarking on on-site global management.
Samyang Foods said on the 9th that Vice Chairman Kim Jeong-su visited the site of ANUGA 2025, the world's largest food fair, held in Cologne, Germany, on the 4th (local time).
Visiting the Samyang Foods booth designed with the concept of the "Buldak Spicy Club," Vice Chairman Kim surveyed the site, engaged with stakeholders in the global foodservice industry, and bolstered promotion efforts. In addition, an MOU on local distribution in France was signed with SRG International, a French large-channel distribution specialist, laying the groundwork to accelerate entry into the European market.
Kim then visited the Samyang Foods Europe corporation in the Netherlands to review the status of local operations and market conditions.
Kim chose Europe as the first on-site global management destination in the second half, following Coachella in the United States in Apr., because the popularity of the Buldak brand is spreading in Europe and showing steep growth.
Accordingly, Samyang Foods is expanding the Miryang plant to support surging demand and, last year, established a European sales corporation to accelerate the expansion of its sales network. Entry into mainstream markets is progressing rapidly, including listings at Albert Heijn in the Netherlands and REWE in Germany, both representative supermarket chains in the region, as well as starting in the second quarter to enter Tesco, the largest distribution channel in the United Kingdom.
A Samyang Foods official said, "This visit to Europe follows Vice Chairman Kim Jeong-su's management philosophy that values on-site management," adding, "Vice Chairman Kim Jeong-su's on-site management and the successful operation of the booth at ANUGA 2025 will serve as an opportunity to further strengthen Samyang Foods' foothold in the European market."
Meanwhile, at ANUGA 2025, which ran from the 4th to the 8th, the Samyang Foods booth drew up to about 7,000 visitors a day.