# Spicy Noodle Brand Expansions Samyang Foods Debuts a Global Brand Map and New Products in Thailand By Kanesa D | Published 2024-12-11 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/samyang-foods References: [biz.chosun](https://biz.chosun.com/en/en-retail/2024/12/10/YE7CFCDMZ5ETXCEOXXLTBPDXSU/) & [samyangfoods](https://www.samyangfoods.com/kor/index.do)  [Samyang Foods](https://www.trendhunter.com/trends/mep) has officially introduced its global brand, Map (MEP), to the Thai market, marking an exciting expansion in its international strategy. On October 10th, the company unveiled two new innovative ramen products: Grilled Garlic Shrimp Ramen and Black Pepper Chicken Ramen, designed for consumers valuing unique flavors while maintaining the [bold, spicy heat](https://www.trendhunter.com/trends/flaming-korean-fire-chicken) Samyang is known for. The Map brand name is derived from the Korean word for “spicy,” and it is part of a broader initiative to establish the global brand Maptaeng, which was first launched in South Korea in August. Jeon Byeong-woo, the third-generation owner of Samyang Foods and head of strategic planning, oversaw the brand’s development. To celebrate the brand’s Thai debut and the launch of the [new ramen products](https://www.trendhunter.com/trends/chili-garlic-ramen), Samyang Foods hosted an exclusive pop-up store in Siam Square One, Bangkok, from October 7th to 8th. Image Credit: Samyang Foods ## Trend Insights (Trend Hunter) - Score: 2.3/10 - Popularity: 18% | Activity: 20% | Freshness: 32% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) ## Key Themes ### What's Driving This Trend - **Global Flavor Fusion:** The introduction of globally inspired flavors like Grilled Garlic Shrimp Ramen highlights a rising consumer demand for unique and adventurous taste experiences. - **Pop-up Store Marketing:** The use of exclusive pop-up stores for product launches offers a novel approach to capturing consumer interest and enhancing brand engagement. - **Cross-cultural Branding:** Samyang Foods' global expansion strategy reflects a trend of brands embedding local cultural elements into international markets to bolster appeal. ### Who This Affects Most - **Packaged Food:** The packaged food industry sees innovation opportunities through introducing internationally inspired flavors and heat levels to capture diverse consumer palates. - **Event Marketing:** In event marketing, the success of immersive, short-term activations like pop-up stores is gaining traction as a tool to accelerate brand presence in new markets. - **Ethnic Foods:** The ethnic foods sector is ripe for diversification and innovation as consumers increasingly seek authentic and bold flavor profiles from different cultures. ## Related on Trend Hunter - [Spicy Noodle Soups](https://www.trendhunter.com/trends/mep.md) - [Spicy Korean Cuisine Products](https://www.trendhunter.com/trends/buldak-products.md) - [Creamy Ramen Meals](https://www.trendhunter.com/trends/creamy-ramen-meals.md) - [Ultra-Spicy Ramen Packages](https://www.trendhunter.com/trends/nongshim.md) - [Successful Kimchi Ramen Debuts](https://www.trendhunter.com/trends/nongshim-3.md) - [Limited Collaborative Instant Noodles](https://www.trendhunter.com/trends/kpop-demon-hunters-2.md) - [Spicy Wavy Noodles](https://www.trendhunter.com/trends/nissin-geki.md) - [Sweet Heat Noodle Dishes](https://www.trendhunter.com/trends/maruchan-fire-yakisoba.md) - [Nostalgic Beef-Based Ramens](https://www.trendhunter.com/trends/samyang.md)