Hong Beom-jun, head of Samyang Japan, presents at a Samyang1963 product launch and tasting event held Friday in Akasaka, Tokyo. [Samyang Foods]
Hong Beom-jun, head of Samyang Japan, presents at a Samyang1963 product launch and tasting event held Friday in Akasaka, Tokyo. [Samyang Foods]

Samyang Foods said Tuesday it held a product presentation and tasting event for local media in Japan ahead of the official launch of Samyang1963 there.

The event drew 22 attendees from 18 local outlets. Hong Beom-jun, head of Samyang Japan, and Miyai Mizuki, the subsidiary's marketing director, presented the brand's story and outlined plans for the Japanese launch.

Attendees took part in a range of activities, including cooking and tasting the product and a photo session. They showed particular interest in the development story behind the lard-frying method used in the product, how it differs from conventional ramyun, and the Japan launch schedule.

Samyang1963 is a premium ramyun that reimagines Samyang Ramyun — South Korea's first instant noodle, introduced in 1963 — for modern tastes. It revives a lard-frying technique that had not been used since 1989, a gap of 36 years. The product was developed with the Japanese market in mind, featuring a rich, full-bodied broth made by simmering beef, chicken, garlic, green onions and other ingredients.

Samyang Foods launched Samyang1963 in the United States in August and plans to accelerate its push into global markets with the Japan release this month. The company will also run a range of marketing activities in Japan to raise brand awareness.

"Samyang1963 carries the ramyun heritage that Samyang Foods has built over more than 60 years since its founding, and I am confident it has what it takes to compete in the Japanese market," Hong said. "We will share a side of Samyang Foods — its flavors and brand values — that is distinct from Buldak, and we will work to build deeper connections with consumers here."


spa@heraldcorp.com