The five-day exhibition runs from May 26 to 30 at IMPACT Muang Thong Thani in Bangkok. Now in its 21st year, the fair last year drew about 88,000 visitors from 143 countries and 3,231 exhibitors from 57 nations, according to organizers.
Samyang announced Friday that it will operate an experiential booth themed "Samyang Crave Lab," staging its flagship Buldak alongside newer brands MEP and Tangle in separate "brand labs" designed to walk visitors through each line's identity and flavor profile.
Sampling sessions throughout the day will feature staples such as the original Buldak, Buldak Carbonara and the newly launched Buldak Swicy, and localized offerings including a chili-chicken-cilantro ramen and grilled garlic shrimp ramen tailored to Southeast Asian palates. Canapés made with Buldak sauce will also be served.
"We focused on designing a space where visitors can taste, enjoy and immerse themselves in Samyang's brands rather than simply view products on display," said a Samyang Foods spokesperson, adding that the company will keep widening its Southeast Asian footprint through differentiated brands including MEP and Tangle on top of Buldak.
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