Samyang Foods is set to accelerate its efforts in the European market by participating for the first time in SIAL Paris 2026, one of the world's largest food exhibitions. The company aims to expand its reach with its flagship brands, Buldak and Tanggle, to connect with local consumers and enhance its global distribution channels.
From October 17 to 21, Samyang Foods will take part in SIAL Paris 2026 at the Paris Nord Villepinte Exhibition Center. This biennial event gathers global food manufacturing and distribution industry professionals and buyers to share the latest trends.
At the exhibition, Samyang Foods will set up two independent spaces: a main booth in the Korean Pavilion and a business consultation lounge in the Innovation Pavilion. The main booth will be themed 'Crave Land.' The Buldak area will prominently feature the character 'Peppo,' while the Tanggle section will include large cup sculptures and product display facilities to intuitively convey the brand's characteristics.
Interactive programs for visitors will also be available. Through a 'Digital Stamp Tour' using QR codes, attendees can complete quizzes, surveys, and social media photo missions to receive character merchandise, instant noodles, and tarpaulin packs. Additionally, daily tasting events will showcase Buldak Original, Carbonara Buldak, and Tanggle's creamy mushroom, garlic oil, and bulgogi pasta, all prepared on-site.
In the business lounge within the Innovation Pavilion, individual consultations with global buyers will focus on securing new distribution channels in Europe.
Samyang Foods has been steadily establishing its presence in Europe, having set up a European corporation in the Netherlands in August 2024 and a sales corporation in the UK earlier this year. As a result, the company's European subsidiary reported a 61% increase in sales in the second quarter of this year, reaching 80.6 billion won compared to the same period last year.
A representative from Samyang Foods stated, "This SIAL Paris 2026 is a crucial opportunity to firmly establish our brand competitiveness in the European market. We will accelerate the expansion of our global distribution network, particularly in Europe, through experiential marketing and consultations with local buyers."
* This article has been translated by AI.
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