Joayo tteokbokki noodles wholesale B2B: viral K-food in five flavours

Tteokbokki: from Seoul's streets to European shelves

Tteokbokki (떡볶이) is a long-established Korean dish built on tteok, cylindrical rice cakes, and a sweet-spicy sauce made with gochujang, fermented chilli paste. Eaten in Korean royal courts as far back as the fourteenth century before becoming Seoul's leading street food, it spread across global social media with the rise of K-pop and K-drama from 2020 onwards.

Joayo adapted tteokbokki into an instant noodle format, combining the convenience of instant noodles with the texture and flavour of the authentic dish. The result is visually striking — the mochi-like texture photographs exceptionally well — quick to prepare in three to four minutes, and available in flavours that generate their own social media challenges.

The five Joayo flavours at Martigane

Joayo Original — 120g and 240g

The reference flavour, with an authentic sweet-spicy gochujang sauce. Moderate heat, approachable even for customers new to Korean cooking, and the distinctive orange sauce is highly photogenic. The outright best-seller of the range in France.

Joayo Cheese — 120g and 240g

The Original softened with a cheese sauce. The cheese pull is among the most viral content in the category. Popular with customers who want to discover tteokbokki without the full heat. Second best-seller of the range.

Joayo Curry — 120g and 240g

A mild Indian-style yellow curry sauce — an unexpected fusion of K-food and Indian cooking that appeals strongly to world-cuisine enthusiasts. Less spicy than the Original and very approachable.

Joayo Rosé — 120g only

The rosé flavour, blending tomato and cream in the style of the rosé pasta sauces served in fashionable Korean restaurants. On trend in the premium K-food segment and in Korean coffee shops across Europe, with a predominantly female customer base.

Joayo Sriracha Chili — 120g only

The flavour for heat seekers, built on an intense sriracha sauce. It generates its own spicy food challenges online and appeals to a young adult and gaming audience.

Where to sell Joayo: the key channels

• Asian and K-food grocers — the natural and most receptive channel. Korean customers and K-pop fans already know the brand.
• Retail world or Asian aisle — ideal placement next to Samyang noodles and Korean snacks. The colourful packaging draws the eye on shelf.
• Urban convenience stores — city-centre grocers in Paris, Lyon, Marseille and Lille with a young customer base perform particularly well.
• Food trucks and K-food outlets — the 240g format suits mobile catering, offering a generous portion at an accessible price.

Assortment tip: range Original, Cheese and Curry in 120g as a balanced starting assortment, then add the 240g Original for food service and heavier eaters.