Paldo Co. said on the 27th it has selected rookie boy band "ALPHA DRIVE ONE" as the new brand model for Teumsae Ramen. ALPHA DRIVE ONE officially debuted by releasing its first mini album "EUPHORIA" on the 12th of this month. The group is rapidly expanding its influence as it draws attention from a global fan base.
Paldo Co. said it chose ALPHA DRIVE ONE as a brand model because the group's fresh energy and growth potential align with Teumsae Ramen's brand expansion direction. In particular, a limited-edition package featuring ALPHA DRIVE ONE will be introduced for a new product, "Teumsae Ramen Beginner," scheduled for release in February.
Teumsae Ramen Beginner is designed so consumers can enjoy Teumsae Ramen's intense spiciness without burden. The Scoville heat unit (SHU) is 5,000, making it a new lineup item following ▲Teumsae Ramen Bbaelgae-ttok (10,000 SHU) ▲Teumsae Ramen Spicy kimchi (10,000 SHU) ▲Teumsae Ramen Meat Jjamppong (8,200 SHU).
Paldo Co. will also roll out a new ad campaign alongside the model selection. It will open a dedicated social media (SNS) channel and release short-form content in sequence. New Teumsae Ramen Bbaelgae-ttok packages will also be unveiled in order.
Cho Min-woo, a Paldo Co. marketing official, said, "We expect ALPHA DRIVE ONE, the most notable mega K-pop rookie in 2026, and Teumsae Ramen's new lineup to grow together," adding, "We hope more consumers will begin their journey into Teumsae Ramen's intense spiciness through Teumsae Ramen Beginner."
Meanwhile, Teumsae Ramen is a brand that Paldo Co. launched in 2009 by commercializing a menu item from a famous restaurant in Myeong-dong, Seoul. It has grown into a leading brand in the spicy ramen market with an addictive heat that uses Vietnamese sky pepper. Cumulative sales have surpassed 250 million units.