Korean noodles wholesale: the K-Food trend taking over Europe

Samyang, Nongshim, Ottogi: Korean instant noodles are conquering European retail shelves. K-Food has moved from niche status to mainstream trend, driven by TikTok and social networks.

The K-Food wave in Europe

Korean cuisine has moved in a few years to the mainstream aisles of supermarkets. Samyang's Buldak, which went viral on TikTok with the fire noodle challenge, recorded record sales across Europe. Distributors who referenced these products in advance see rotations significantly above the world food aisle average.

Viral = profitable

Viral products generate pull demand — the consumer actively seeks the product — which reduces the need for in-aisle price promotion.

Leading brands

Samyang Foods: leader in the spicy segment, Buldak range (2x Spicy, Carbonara, Cheese, Curry, Jjajang). Nongshim: Korean number 1 in volume with the famous Shin Ramyun, and the premium Shin Ramyun Black. Ottogi: accessible positioning, ideal for entry-level prices with Jin Ramen.

Regulatory compliance

INCO regulation requires labelling to be entirely in the national language. A product imported with only Korean labelling cannot legally be placed on the French market. Martigane guarantees labelling compliance across its entire range.

Compliance guaranteed

All our Asian products are delivered with French labelling compliant with INCO regulation. No bad surprises during a food safety inspection or retail audit.

Korean noodles are settling sustainably into European shelves. Martigane allows you to ride this K-Food trend without the constraints of direct import.

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About Institut Martigane

Institut Martigane is the professional resource centre of Martigane SAS, a B2B food distribution specialist based in Lille. Our guides are intended for wholesalers, purchasing groups and retail buyers in France, Belgium and the United Kingdom.

Our themes

→ Beverages (Coca-Cola, Red Bull...) → Confectionery (Mars, Milka, Ferrero) → Dry grocery (Rice, Oils, K-Food) → International distribution → B2B Expertise & Supply Chain

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59777 Lille — France

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