In Japan, the "home of ramen," the presence of Korean ramen is growing. Last year, Korea's ramen exports to Japan hit a record high. As K-ramen products steadily gain share in Japan's supermarket (retail) packet-ramen market, major Korean ramen companies are focusing on the local market with spiciness and product differentiation at the forefront.
On the 19th, according to the Korea Agro-Fisheries & Food Trade Corporation (KATI), Korea's ramen exports to Japan last year reached $77.3 million (Hanwha about 114.1 billion won), with a volume of 25,600 tons (t). Both the export value and volume hit a record high. That represents increases of 23.6% and 16.7%, respectively, from the previous year.
K-ramen's presence is also expanding in the local Japanese market. According to Japanese supermarket (retail) POS data, the share of Korean products in the packet-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%. Japanese products still account for most of the market, but the share of Korean ramen is rising quickly, observers said.
This appears to reflect changes in the consumer environment. As prices rise in Japan as well, demand has grown for convenience foods and value-for-money products, and K-ramen's differentiated flavors, centered on spiciness, are broadening its Japanese consumer base.
A ramen industry official said, "Japan is a market with high loyalty to domestic ramen brands, but recently more consumers are seeking spiciness or novel flavors, which is boosting demand for Korean ramen," adding, "The diversification of retail channels such as convenience stores and drugstores likely also contributed to the increase in ramen exports to Japan."
Against this backdrop, Korean ramen companies are stepping up efforts to target the Japanese market. Nongshim is boosting sales locally with the Shin Ramyun brand while nurturing 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, it is increasing consumer touchpoints through experiential marketing such as "Shin Ramyun bunsik" and collaborations with local dining franchises. The company is strengthening distribution and marketing simultaneously so consumers can enjoy K-ramen in everyday life.
Samyang Foods is expanding its footprint in Japan by promoting 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 working to increase placements through a "Buldak-only display" and promotional events within retail channels, while also launching limited products tailored to Japanese tastes, thereby intensifying efforts to expand local consumer touchpoints. The goal is to lower the initial barrier to spiciness and then build brand loyalty.
OTOKI is focusing on sales of its flagship Jin Ramen, which features Jin of the global idol group BTS as a model, and of its plain ramen noodle products. Based on this, it is also considering expanding its product lineup. Paldo Co. established PALDO JAPAN this year and has begun entering the market. It is currently preparing its business in stages, taking into account local conditions and business circumstances. The company is shifting its Japan business, which had been centered on exports, to a local subsidiary model for direct targeting.
A food industry official said, "The Japanese market has relatively high entry barriers, but interest in Korean ramen has been steadily increasing recently," adding, "As companies refine products and marketing strategies to match local consumer trends, the pace of K-ramen's penetration in Japan is likely to accelerate."
Lee Jong-woo, 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 diverse product lineup," adding, "It is now moving beyond a simple fad to a 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."