In Japan, the "home of ramen," the presence of Korean ramen is growing. Last year, ramen exports to Japan hit a record high. As the share of K-ramen products in Japan's supermarket (retail) bagged-ramen market steadily increases, major Korean ramen companies are doubling down on the local market with spiciness and product differentiation at the forefront.
According to the Korea Agro-Fisheries & Food Trade Corporation (KATI) on the 19th, Korea's ramen exports to Japan last year totaled $77.3 million (about 114.1 billion won), with a volume of 25,600 tons (t). Both export value and volume hit a record high. That was up 23.6% and 16.7%, respectively, from the previous year.
K-ramen's presence is also growing in the Japanese local market. According to Japanese supermarket (retail) POS data, the share of Korean products in the bagged-ramen market rose from 4.9% in 2023 to 6.47% in 2024 and 7.41% in 2025. Over the same period, the share of Japanese products fell from 94.87% to 92.48%. While Japanese products still account for most of the market, observers say the share of Korean ramen is rising quickly.
This appears to stem from changes in the consumer environment. As prices have risen in Japan as well, demand has grown for convenience foods and value-for-money products, and the distinctive flavors of K-ramen centered on spiciness are broadening the Japanese consumer base.
A ramen industry official said, "Japan is a market with high loyalty to domestic ramen brands, but recently, as more consumers seek spiciness or different flavors, demand for Korean ramen is increasing," adding, "The diversification of retail channels, including convenience stores and drugstores, likely also contributed to the rise in ramen exports to Japan."
Against this backdrop, Korean ramen companies are working hard to penetrate the Japanese market. Nongshim is boosting sales locally by leading with the Shin Ramyun brand while fostering Neoguri as the next brand. Last year, sales at its Japanese subsidiary were 20.8 billion yen (about 192.8 billion won), up 20.2% from the previous year. In particular, experience-based marketing such as "Shin Ramyun Snack Bar" and collaborations with local restaurant franchises are increasing consumer touchpoints. The company is simultaneously strengthening distribution and marketing so consumers can enjoy K-ramen in daily life.
Samyang Foods is expanding its foothold in Japan with the "Buldak" brand. Last year, sales at its Japanese subsidiary were 3.57 billion yen (about 33.1 billion won), up 20.7% from the previous year. Samyang Foods is increasing placements through "Buldak-only shelves" and promotional events within retail channels, while also launching limited products tailored to Japanese tastes to expand local consumer touchpoints. The plan is to lower the initial barrier to spiciness and then build brand loyalty.
OTOKI is focusing on sales of its flagship products Jin Ramen and ramen noodles, featuring Jin of the global idol group BTS as a model. Based on this, it is also reviewing future product line expansions. Paldo Co. established PALDO JAPAN this year and began entering the market. It is currently preparing its business step by step, taking into account local conditions and business environments. The company has shifted its Japan business, previously centered on exports, to a local subsidiary structure to mount a direct push.
A food industry official said, "The Japanese market has relatively high entry barriers, but lately interest in Korean ramen has been steadily rising," adding, "As companies invest in products and marketing strategies aligned with local consumer trends, the penetration of K-ramen in Japan is likely to accelerate."
Lee Jong-u, a professor in the department of distribution and marketing at Namseoul University, said, "Japan's ramen market is relatively conservative, but Korean ramen is broadening its local consumer base by offering not only spiciness but also a wide product lineup," adding, "It is now moving beyond a simple fad to a phase of gradual penetration with products tailored to each country's palate." He added, "If this trend continues, K-ramen's market share in Japan is highly likely to expand."