삼양 불닭볶음면: 글로벌 시장 지배력과 성장

삼양 불닭볶음면이 글로벌 인기를 끌며 해외 매출과 시장 지배력을 높여가고 있습니다.

### 삼양의 글로벌 라면 제국: 불닭볶음면의 부상과 미래
* 🔥 미국 틱톡커의 바이럴 영상은 미국에서 **불닭볶음면 열풍**을 불러일으키며 괄목할 만한 **매출 성장**으로 이어졌습니다.
* 💰 삼양사의 해외 매출은 지난 한 해 동안 **34% 증가**하며 급증했고, 현재 **전체 매출의 80% 이상**을 차지하고 있습니다.
* 📈 삼양사는 규모는 작지만 **매출 성장률은 업계 대기업인 농심과 오뚜기의 성장률을 앞질렀습니다.**
* 🌍 미국이 중국에 이어 두 번째로 큰 시장으로 부상하면서 **삼양사의 수출 중심 전략이 성공의 핵심 요인**으로 작용했습니다.
* 🌶 매운맛에 대한 전 세계적인 수요와 **불닭면의 인기**는 삼양식품의 성장에 기여했습니다.
* 🍜 불닭볶음면은 더 많은 고객층에게 어필하기 위해 **순한 맛**으로 제품 라인을 확장했습니다.
* 💡 레시피 콘텐츠의 확산과 **불닭면의 중독성 있는 맛**은 초기 챌린지 열풍이 지나간 후에도 **매출을 유지**하는 데 큰 도움이 되었습니다.
* 🚀 삼양사는 성장세를 이어가기 위해 **제품 라인 다각화와 신규 브랜드 및 로열티 이니셔티브 구축**에 집중하고 있습니다.

Recently, I came across a fascinating event. A popular TikToker was rushed to the emergency room. He was found to have blood in his urine, suspected to be from kidney stones. The culprit? His daily consumption of Buldak spicy noodles. He's been eating them non-stop for six months. Those fiery noodles? Yes, surprisingly, despite not being Korean. He's actually American. I'm from the United States. Indeed, it's an American's intense craving for Buldak spicy noodles that's noteworthy. His video savoring Bulgogi-flavored chicken went viral with almost 20 million views, sparking widespread discussion. Such content continues to captivate international audiences. On TikTok, even the renowned American rapper Cardi B shared her experience tasting spicy chicken. After seeing numerous TikTok clips, I decided to try it myself. This sounds familiar. Her video, too, amassed nearly 20 million views. In the U.S., these spicy chicken variations are a big hit.

The milder spice level makes them more accessible to the local palate. Their popularity has soared to the point of creating shortages. Cardi B even made a trip herself to find them. A young girl in the U.S. was so overjoyed receiving spicy chicken as a gift, she burst into tears. That heartfelt video went viral, leading Samyang to gift her a year's supply of ramen. Its popularity in the U.S. is undeniable. Broadly speaking, the craze for Buldak spicy noodles seems to be shifting from Asia to the U.S., and it's not just a fad. Indeed, the popularity of these spicy noodles is backed by remarkable sales figures. Samyang's international sales have skyrocketed. There's been a 34% increase in just the past year. A whopping 80% of those international sales are attributed to Buldak noodles, propelling our global market presence. Consequently, Samyang now boasts higher overseas sales than domestic.

International revenue surpassed domestic four years ago and continues to grow. Last year, international sales accounted for nearly 70% of our total revenue. Samyang has transcended its domestic bounds. It's more accurate to call it an export-driven company. Boosted by global sales, we celebrated a milestone of $1 trillion in annual revenue for the first time in our history. Our revenue surged by over 30%, and operating profit soared by more than 60%. What's the current buzz? Typically, Nongshim, Ottogi, and Samyang are recognized as the industry's big three, but Samyang is currently leading the charge. Indeed, both Nongshim and Ottogi are roughly three times larger than Samyang in terms of revenue. Last year, Samyang hit the 1 trillion mark in annual sales, whereas Nongshim and Ottogi had already surpassed 3 trillion. Nongshim, notably, has a variety of popular snack products besides its ramen range.

Items like shrimp crackers, Banana Kick, and international brands like Pringles and Kellogg's feature prominently in Nongshim's portfolio. This is particularly true for their flagship ramen products. Many of which are blockbuster hits and dominate their domestic markets. Hence, they hold a strong position. Conversely, Ottogi offers a different take, with a lighter style compared to the ramen here. Ramen only represents 20% of Ottogi's sales. For context, ramen accounts for 80% of Nongshim's and 90% of Samyang's sales. Thus, Ottogi is less dependent on ramen for its revenue. Ottogi boasts an extensive product lineup outside of ramen, producing nearly every conceivable type of processed food. This diversity generates multiple revenue streams and adds considerable complexity to their operations. However, it's fair to say that Samyang heavily relies on its flagship Buldak fried noodles. With 70% of our revenue stemming from this fiery favorite, we have room to expand.

Currently, Samyang has the most potential for growth, despite its smaller size. In fact, last year, Samyang's revenue growth exceeded 30%. In contrast, Nongshim and Ottogi saw growth under 10%. And Samyang's upward trajectory is only becoming more pronounced. Particularly in this year's first quarter, our largest markets, China and the U.S., saw a remarkable 200% growth. Impressive, isn't it? But how did Nongshim and Ottogi fare in the same period? They experienced somewhat of a growth plateau. It's quite a distinct atmosphere. Samyang boasts a burgeoning family enterprise, achieving an impressive operating margin exceeding 12% last year. In contrast, Nongshim and Ottogi reported margins of 6% and 7%, respectively. Samyang is outperforming its rivals in terms of profitability. Clearly, Samyang is garnering high valuation in the market due to its anticipated growth and future earning potential.

The company's share price has surged recently, climbing from 100,000 won to a peak of 500,000 won. This catapulted Samyang to the apex of the industry by market cap. Although Nongshim poses stiff competition, Samyang was originally the industry frontrunner, wasn't it? However, we ceded the top market share to Nongshim, which entered later, and faced a downturn in '89 during the bubble burst. But now, after decades, Samyang has reclaimed the spotlight, becoming the focal point once again. It proves the adage true: there are no permanent victors or vanquished in business. Turning to competitors, Nongshim's share price isn't performing poorly either. It's been trending upwards lately, and Nongshim enjoys robust international sales, correct? Admittedly, growth hasn't been linear, exhibiting volatility, yet it remains consistent overall. Also, Samyang's exports outperform its domestic sales.

It's not overwhelming, but approximately 37% of our revenue is derived from international markets. In reality, the domestic sales volume is so substantial that it overshadows the export figure. Indeed, Nongshim outperforms Samyang in international turnover. Last year, Samyang achieved 800 billion in sales, whereas Nongshim exceeded 1.2 trillion, particularly abroad where Shin Ramyun is the flagship product, selling more internationally than domestically. Conversely, Ottogi's narrative is somewhat different: its share price has been in decline for eight years. The crux of the issue is Ottogi's limited international reach, with a reliance on the domestic market. However, the home market offers little room for growth. This limitation impacts the valuation of the stock. In fact, last year, only 13% of Ottogi's noodle sales came from exports. Among the major players, they export the least amount of noodles. Nevertheless, Ottogi isn't solely reliant on noodles, so limited noodle exports aren't critical, but the company lacks significant international sales beyond noodles.

In terms of last year's total revenue, international sales were just 68%, right? That's considerably lower than our competitors. Indeed, the challenge for Ottogi is that it's tough to expand exports when the domestic food market is so dominant. Consumers prefer local products over imports, highlighting a strategic limitation for Ottogi, but the company is not merely treading water. While we're focused on expanding our international sales and growing our global business, let's circle back to how buldak became such a hit abroad. It's become quite a legendary tale now, but it was actually YouTube that catapulted it to global fame. Remember in 2014 when a video of a British individual trying buldak fried noodles went viral on YouTube? That's when buldak noodles really took off. Another key factor is the international boom of Korean mukbang videos, with the term 'mukbang' now globally recognized. That's Korean influence for you. Now, there are channels dedicated to mukbang with upwards of 10 million subscribers.

This surge in popularity is driven by a significant international viewership, indicating a widespread fascination with mukbang. A central theme among these is the fiery fried chicken challenge. The no-leftovers, rapid consumption approach took the internet by storm around 2016 with the Buldak Challenge. You'll find a plethora of challenge videos from that period. This craze coincides precisely with the skyrocketing buldak sales, doesn't it? Incorporating Hallyu celebrities further fueled the trend, as seen when BTS's Jimin's buldak eating clip went viral, earning gratitude from Samyang's vice chairman Kim Jung-soo. Indeed, the challenge videos held tremendous appeal, featuring reactions to the spiciness, shared experiences of the heat, and the sheer entertainment value they provided. Yet, the lifespan of such challenges is typically limited. To be honest, I anticipated buldak to be a passing trend, akin to kokko noodles or jawang. I assumed it was a spicy novelty for Koreans, and foreigners would try it just for fun.

But it was during the COVID-19 pandemic that buldak's longevity got an unexpected boost. Quarantine measures led to increased consumption of convenient foods like instant noodles. In regions unfamiliar with ramen, many tried it for the first time. Post-pandemic, we encountered another fortuity: the surge in global food prices. Elevated costs heightened the demand for affordable options like ramen. Spicy varieties, such as buldak and shinramyun, experienced exceptional growth. This trend aligns with the global shift towards spicier flavors, as evidenced by rising demand for capsaicin and chili peppers. This taste for heat could well be contributing to the popularity of buldak and shinramyun. The Buldak brand has since expanded its product line, right? Some variants are milder than the original. The strategy is to slightly lower the spice barrier to broaden appeal and boost sales, and it's working—Carbo Buldak, for instance, is performing well in the U.S.

Another important development is the proliferation of recipe content, which has played a role in the brand's sustained success. The rise in creative culinary content has also been a significant factor. I've noticed many have concocted and shared their own recipes to temper the heat of fried chicken by incorporating ingredients like milk or eggs. Some analysts believe the rise in sales is due to the proliferation of content that offers methods to mitigate the spiciness. Indeed, the product holds its own in the market, unlike many that gained fleeting fame through spice challenges and have since vanished, right? It's a trend that inevitably dwindles with time. Yet, buldak's fiery taste is both delectable and addictive, which explains its sustained sales growth long after the initial challenge hype. Here are a few testimonials. For Samyang, breaking into international markets is a significant achievement, transcending mere performance improvement; it's a true breakthrough. Domestically, under Lee Jong-won's leadership, the ramen market saw stagnant growth.

There's a cap within the local market. Indeed, the Korean consumption of ramen is exceedingly high. Per capita consumption alternates between the highest or second highest globally. Proximity to Japan, the birthplace of instant noodles, and the swift adoption within the industry, have made ramen nearly a staple in our diet. Creating additional demand is challenging. It's not a matter of a declining population, but rather the expansion of the middle class and a rising interest in healthy eating. Consequently, the perception of ramen has taken a negative turn. However, beyond our borders, particularly in Asia, there's a vast untapped market where ramen consumption is still novel. There's ample scope for growth. Globally, the instant noodle market is expanding at a rapid pace. The domestic landscape is fiercely competitive, with a constant influx of new products, most of which eventually fail. People tend to stick with the familiar names. Classics like Shin Ramyun, Spaghetti, and Yukgaejang remain dominant.

I often alternate among favorites like Jin Ramyun, Samyang Ramyun, Wang Tteok, and Paldo Bibimmyeon. Striking gold with new varieties is rare. Even domestically, pricing is regulated. In Korea, ramen is an essential aspect of daily life. Price hikes are difficult as they directly impact the cost of living. Subject to public scrutiny and opinion, increases rarely surpass inflation rates. This limits the potential for added value. But in foreign markets, there's a new appetite for ramen as a staple food. Price control is unnecessary in this context. Many countries are not well-acquainted with ramen, leaving its value perception open. This allows for a higher pricing strategy. In fact, it is sold at premium prices. Consequently, international sales correlate with increased profits. This is particularly true given the current favorable exchange rates. Earning in foreign currency means a higher return when converted. Selling at high prices combined with beneficial exchange rates doubles the financial gain.

Samyang's impressive revenue-to-sales ratio is attributed to its export of high-value products. Conversely, Ottogi, with a smaller export ratio, faces challenges due to costly raw material imports amidst high exchange rates. Nonetheless, Samyang is capitalizing on this opportunity, vigorously promoting exports. Efforts are underway to boost export volumes. The export landscape is diverse; initially, Buldak's sales were concentrated in Asia, particularly China and Southeast Asia. However, recent strategic expansion has targeted the U.S., Europe, the Middle East, and Africa, scaling down the Asian focus. Significantly, the U.S. has emerged as the second-largest market after China. This aligns with the earlier point regarding our success in the U.S. market. By diversifying our markets, we’re achieving revenue growth. A key strategy is localization, adapting products to meet regional preferences. This includes developing and offering products tailored to local tastes. Distribution channels are also strategically defended. Ensuring local availability, particularly in highly frequented outlets like hypermarkets and convenience stores, is crucial.

We establish local subsidiaries, employ regional staff, and open branches wherever we operate. Samyang America, for instance, has successfully penetrated Costco and Walmart in the U.S. As a result, our revenues soared by 154% last year. This year's first quarter saw a 200% increase, and it's notable that Buldak constitutes roughly 70% of Samyang's total revenue. Buldak's popularity is soaring, which is advantageous for the moment. The concern, however, is potential overreliance on a single product. Should Buldak's appeal plateau, it could stunt the company's growth. To sustain growth, diversifying the product line is essential, and efforts are being made to establish new brands and loyalty initiatives. A distinct brand for the international market is also being created. That concludes today's video. And now, a quick snippet from Zizik.

미국 애기 울릴 정도로 잘 나가는 불달 근황

바쁜 세상, 한 입 정돈 괜찮잖아요

. 비즈니스 문의 : scopepublic@naver.com
. 인스타그램 : https://www.instagram.com/hanip_reels
. 틱톡 : https://www.tiktok.com/@hanip.official

. 업로드 일정 : 매주 토요일 오전 11시
. 욕설, 혐오 및 차별 표현, 타인에 대한 공격, 가짜 뉴스, 링크 등이 포함된 댓글은 삭제됩니다.

. 영상 편집 툴 : Premiere Pro, After Effect
. Ending BGM : Feeling Alright - Gavin Luke


지식한입

불닭 매운 국수에 대한 미국인의 열풍

미국 인기 틱톡커의 불닭볶음면 사랑은 바이럴 영상으로 이어져 미국에서 열풍을 일으켰고, 불닭볶음면 브랜드인 삼양의 해외 매출이 급증하며 국내 매출을 넘어 연 매출 1조 원을 돌파하는 기염을 토했습니다.

경쟁사인 농심과 오뚜기보다 규모는 작지만, 삼양은 현재 전 세계 매운맛 면 열풍을 주도하고 있습니다.

라면 시장: 농심, 오뚜기, 삼양사

농심은 블록버스터급 히트작으로 라면 시장을 장악하고 있으며, 오뚜기는 라면이 가볍고 다양한 제품 라인업을 갖추고 있습니다.

삼양은 규모는 작지만 가장 큰 시장에서 30%의 매출 증가와 200%의 성장을 기록하며 가장 높은 성장 잠재력을 보여주고 있습니다.

수익성과 시가총액 측면에서는 삼양사가 농심과 오뚜기를 앞지르며 침체기에 직면했던 업계 1위 자리를 되찾았습니다.

해외 시장이 국수 판매에 미치는 영향

농심은 특히 주력 제품인 신라면을 중심으로 해외 매출에서 삼양을 앞섰습니다.

오뚜기는 제한된 해외 진출과 내수 시장 의존도로 인해 주식 가치가 하락하고 있습니다.

불닭볶음면의 글로벌 인기는 유튜브, 한국 먹방 영상, 바이럴 챌린지 트렌드에 힘입어 한류 스타의 영향력에 힘입어 더욱 높아졌습니다.

불닭볶음면과 신라면의 놀라운 인기와 진화

코로나19 팬데믹으로 인해 간편하고 저렴한 식품에 대한 수요가 증가하면서 불닭볶음면과 신라면의 인기가 높아졌습니다.

전 세계적으로 매운맛에 대한 선호도가 높아지고 순한 맛으로 브랜드가 확장된 것도 지속적인 성공에 기여했습니다.

레시피 콘텐츠의 확산과 불맛의 중독성 또한 매출 성장세를 유지하는 데 도움이 되었습니다.

글로벌 라면 시장: 수요, 도전 과제 및 기회

한국의 라면 소비량은 매우 높지만 부정적인 인식과 가격 규제로 인해 국내 시장은 어려움에 직면해 있습니다.

그러나 다른 아시아 국가에는 아직 개발되지 않은 거대한 라면 시장이 있어 상당한 성장 기회가 있습니다.

해외에서는 라면을 프리미엄 가격으로 판매할 수 있으며, 특히 우호적인 환율로 인해 수익이 증가할 수 있습니다.

삼양사의 성공적인 비즈니스 전략

삼양사는 고부가가치 제품 수출에 힘입어 높은 매출 대비 영업이익률을 기록하고 있는 반면, 오뚜기는 값비싼 원재료 수입에 어려움을 겪고 있습니다.

삼양사는 미국을 핵심 시장으로 삼아 공격적으로 수출을 추진하고 시장 다변화에 나서고 있습니다.

현지화 및 유통 채널 확대에 주력하고 있으며, 불닭볶음면의 인기에 힘입어 큰 폭의 매출 성장을 기록하고 있습니다.

지속적인 성장을 위해 제품 라인을 다각화하고 해외 시장을 겨냥한 신규 브랜드를 론칭하는 등 다양한 노력을 기울이고 있습니다.