Buldak vs Shin Ramyun Abroad: Samyang Wins America, Nongshim Holds Asia
Q1 2026 results show Korea’s noodle giants splitting the map: Samyang’s U.S. sales rose 37% to ~$120M on Buldak, while Nongshim grew profitably in China and Japan.
TL;DR — Korea’s two instant-noodle leaders posted divergent Q1 2026 overseas results: Samyang’s U.S. sales jumped 37% to ~$120M on Buldak, outselling Nongshim in America, while Nongshim grew profitably across China and Japan.
The global K-ramen boom is real, but it isn’t one story — it’s two. Q1 2026 results show Korea’s noodle giants winning different parts of the map.
The split
Both companies are growing overseas, but in different regions — Samyang’s fiery Buldak is winning the United States, while Nongshim’s profitability is strongest across Asia (figures reported June 23, 2026; won figures with approximate USD).
| Region | Samyang (Q1 2026) | Nongshim (Q1 2026) |
|---|---|---|
| U.S. sales | ₩185.3B (~$120.3M), +37% YoY | ₩141.3B (~$91.8M) |
| U.S. operating profit | ₩22B (~$14.3M), +325% | ₩12.3B (~$8.0M) |
| China | — | sales ₩52.7B (~$34.2M), +16%; OP +20% |
| Japan | — | sales ₩33.9B (~$22M), +20%; OP +75% |
Samyang’s U.S. surge is powered by Buldak, including American-tailored SKUs like Buldak Mac and Cheese and Buldak Ramen Habanero Lime. Nongshim — maker of Shin Ramyun — is leaning on steadier, more profitable growth in China and Japan.
What they said
"We will sustain our growth momentum by improving production efficiency and diversifying our business structure around strategic brands." — Kim Dong-chan, CEO, Samyang Foods
Why it matters
- The U.S. is the prize — and a fight. Samyang outsold Nongshim in America by roughly $28 million in the quarter, a notable lead in the category’s biggest growth market.
- Profit vs. volume. Nongshim’s double-digit operating-profit growth in Asia shows there’s more than one way to win the export game.
- Flavor as strategy. Buldak’s extreme-spice, localized SKUs are doing the heavy lifting for Samyang’s U.S. momentum.
FAQ
Did Samyang outsell Nongshim in the U.S. in Q1 2026?
Yes. Samyang reported U.S. sales of about ₩185.3 billion (~$120.3 million), up 37% year over year, versus Nongshim’s ₩141.3 billion ($91.8 million) — a lead of roughly $28 million, driven largely by Buldak.
Where is Nongshim growing fastest overseas?
In Asia. Nongshim’s Q1 2026 China sales rose about 16% (operating profit +20%), and Japan sales rose about 20% with operating profit up roughly 75% year over year.
Sources
Image: “Buldak noodle” by ChanisCaucasi, CC BY 4.0, via Wikimedia Commons.
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