The food and beverage brand 'ARIH,' co-developed by BTS and Paldo&hy, is officially entering the South Korean market. Following its successful launch in the U.S., the brand aims to appeal to both the fandom and health-conscious consumers in South Korea.
According to industry sources, Paldo and hy began selling 'ARIH' products on June 1. ARIH is characterized as a 'modern balance food' brand that seeks to harmonize taste, health, and lifestyle, with BTS involved in the product concept, design, and brand direction from the planning stage.
The brand made its debut at Walmart in the U.S. on May 24, quickly gaining traction. Within three days, it earned a 'Best Seller' badge on Walmart's online store, and some physical locations experienced stock shortages. Each product has received over 500 reviews, with some achieving a perfect five-star rating. Industry analysts attribute this success to the combined effect of BTS's fanbase and the products' inherent competitiveness.
In South Korea, ARIH will launch a total of 28 products, including 'Modern Noodles,' 'Postbiotic Energy Drink,' and 'Dual Biotic Soda.' Initially available through hy's online store 'Predit' and Naver Smart Store, the brand plans to expand distribution to convenience stores and large supermarkets.
The flagship product, Modern Noodles, combines the best features of ramen and pasta. It features fettuccine-style noodles that are about 5mm wider than regular ramen, allowing for better sauce absorption, and includes menu items reflecting global culinary trends, such as clam, spicy seaweed stir-fried noodles, and gochujang butter.
The beverage line emphasizes health and functionality. The Postbiotic Energy Drink is designed to be zero sugar and zero calories, containing natural caffeine, taurine, and B vitamins. The Dual Biotic Soda offers a low-sugar, low-calorie concept enhanced with dietary fiber and a proprietary postbiotic developed by hy.
Alongside the product launch, Paldo and hy are expanding consumer engagement. Limited edition sets and merchandise giveaways are being offered on hy Predit and Naver Smart Store. Notably, during BTS's concert 'BTS World Tour Arirang in Busan' starting June 12, experiential booths, food trucks, and dedicated vending machines will be available.
A representative from Paldo and hy stated, "ARIH is more than just K-food; it is a new food and beverage brand that encompasses taste, health, and lifestyle. After establishing a foothold in the domestic market, we plan to expand sales to Japan, Mexico, and Canada, developing it into a global brand."
* This article has been translated by AI.
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