Korean food company Samyang Foods has officially launched its global ramen brand ‘MEP’ in Japan, intensifying its efforts to capture the country’s massive $5.25 billion instant noodle market. Known for its popular Hot Chicken Flavor Ramen (Buldak-bokkeum-myeon), Samyang Foods aims to expand its presence in Japan’s soup-based ramen segment with the introduction of MEP.
Samyang Foods began selling MEP in Japan on April 17, marking the fifth country to launch the brand, following Korea, the United States, China, and Thailand. MEP products are now available at major local retailers and online shopping platforms.
MEP is the global version of ‘Maep-Tang,’ a spicy soup-based ramen brand first launched in Korea in August 2023. The name ‘MEP’ is inspired by the Korean word ‘맵다’ (maepda), meaning ‘spicy.’ The brand offers five distinct levels of spiciness—fiery, sharp, clean, tingling, and mild—to cater to various preferences for spicy food.
Two new products were specifically developed for the Japanese market: Black Pepper Beef Ramen and Garlic Clam Ramen. These flavors were tailored to Japanese consumer preferences, offering a savory yet approachable level of spice. They were previewed at the 59th Supermarket Trade Show in Chiba Prefecture this past February, where their umami-rich and balanced spice profile received positive feedback, leading to the official launch.
Samyang Foods is focused on strengthening its ramen portfolio and expanding its presence in Japan, widely considered the birthplace of ramen.
In February, Samyang Foods also launched two items from its overseas-exclusive dry noodle brand ‘Tangle’ in Japan: Bulgogi Alfredo Tangle-luccine and Kimchi Rose Tangle-luccine. These products combine familiar pasta formats with Korean flavors to appeal to global consumers. In 2023, the company also released Yakisoba Hot Chicken Flavor Ramen, a localized fusion of Japan’s popular yakisoba noodles with the signature Buldak spiciness.
A spokesperson for Samyang Foods stated, “Even before the official launch, MEP attracted strong interest from major Japanese retailers such as Don Quijote, AEON, and Life. By offering a diverse range of spicy flavors, we aim to deliver a unique culinary experience to Japanese consumers and develop MEP into a flagship brand, following the success of Buldak.”
