Samyang Roundsquare’s New Strategic Direction
Korean food manufacturer Samyang Roundsquare CEO Kim Jung-soo announced a strategic shift towards “wellness” and “health care” in a New Year’s address on Monday. This initiative builds on the success of its popular Buldak series.
Kim highlighted significant achievements, including receiving the esteemed $7 billion Export Tower Award, making Samyang the first company in the food sector to attain this honor, and reaching 1 trillion won ($750 million) in exports under the Buldak brand.
In his address, Kim stated, ‘In 2025, we will not rest on our current achievements but will drive innovation, enabling Samyang Roundsquare employees to take even greater pride in their work.’ He emphasized a commitment to dismantling barriers between health care and food, aiming to create integrated business synergies that promote transformation.
To accomplish this vision, the CEO pledged to redefine business value, stressing that the company intends to transcend traditional dietary products. He noted that while the transition to a health care company may be challenging, it will enable the organization to become stronger and more adaptable.
Currently, Samyang is implementing global initiatives like the Samyang Roundhill Wellness Center and offering digital health improvement services. The company also aims to expand its reach in the global health-functional food market by diversifying its product lineup, including plant-based protein options through its Tangle noodle product and the Jack & Pulse brand.
Kim introduced the MEP brand, a new global initiative inspired by the Korean word for “spicy,” launched in Thailand last December. This brand aims to cater to Southeast Asian tastes while maintaining the spiciness synonymous with the Buldak series.
‘We must focus on excelling at what we already do best, ensuring no competitor can match us,’ Kim stated. He emphasized enhancing the company’s global network and production capabilities through increased output and establishing localized production abroad.
As a significant element of its growth strategy, Kim highlighted the importance of creating continuous “synergy” for business diversification. ‘By expanding our core product range beyond ramyeon to include sauces, snacks, ready-to-eat meals, and beverages, as well as nurturing health care-related categories, we aim to discover new growth engines,’ he concluded.
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