Samyang Foods Showcases Buldak Brands at SIAL Paris
The company debuted its popular Buldak and Tangle lines at the international food exhibition in France.
Updated on Oct. 20, 2026 in Food and Drink
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Samyang Foods is hosting an experiential booth dubbed CRAVE LAND at the SIAL Paris 2026 trade fair. The company is using the event to showcase its Buldak and Tangle product lines to global buyers.
Why it matters
The company is utilizing this major international platform to solidify its brand awareness and expand its footprint in the European market. By engaging directly with attendees, the firm aims to strengthen its presence among international consumers and distributors.
The booth hosts four daily tasting sessions for Buldak Original, Carbo Buldak, and three Tangle protein pasta varieties. The event space features large-scale character installations and LED screens to drive engagement.
The players
Samyang Foods
This South Korean food company is recognized globally for its instant noodle products and expansion into the international market.
Kim Jung-soo
As the Vice Chairperson of Samyang Foods, she oversees the firm's strategic marketing operations and international expansion efforts.
The details
The booth features a sculpture of the brand character PEPPO and utilizes three-dimensional staging to draw traffic. Visitors participate in a QR-based digital stamp tour that offers branded merchandise as an incentive for completing missions in English and French.
Timeline
October 17, 2026: Kim Jung-soo visited the exhibition booth.
October 20, 2026: The SIAL Paris exhibition concludes.
Industry Dynamics
Samyang Foods is leveraging the rapid expansion of the Korean food market in Europe to position its products as staple items in the West. This active move by the company follows a pattern of intense brand promotion at major global trade exhibitions.
The interactive exhibition format provides attendees with a direct way to sample multiple product variations including protein pasta options. The presence of the booth offers international buyers and consumers a chance to interact with the brand and its character-led marketing.
The takeaway
Large-scale experiential marketing, such as the digital stamp tours used here, is becoming a key strategy for brands to build engagement at international trade shows. Consumers should look for these brands to increase their presence in local retail spaces as companies deepen their market footprint.
Further reading
Explore the latest global market trends in the Food and Drink section.
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