In South Korea’s ever-evolving food industry, nostalgia is proving to be a powerful ingredient. Recent trends reveal that retro-inspired products are not just making a comeback—they’re dominating sales charts and reshaping marketing strategies. At the center of this resurgence stands Samyang Foods, whose innovative blend of old and new has sent ripples through the market and captured the attention of both seasoned and younger consumers alike.
Samyang Foods’ “Samyang 1963” ramen, launched on November 3, 2025, is a prime example. According to Hankyung, the product was meticulously crafted to recapture the flavor profile of the original Samyang ramen introduced in 1963, but with a modern twist. The most notable feature is the use of beef tallow ("uji") to fry the noodles—a throwback to the original recipe, setting it apart from the palm oil commonly used in today’s instant noodles. This choice was more than culinary nostalgia: the company released Samyang 1963 precisely 36 years after the infamous 1989 beef tallow controversy, transforming a once-problematic ingredient into a symbol of brand heritage and technical prowess.
The ramen’s development was no small feat. Samyang dedicated nearly three years to perfecting the product, scouring the country’s renowned beef bone broth restaurants for inspiration. Dozens of tons of beef tallow and hundreds of sample batches were tested to achieve the desired taste and texture. The final product boasts noodles that are chewy and rich, with a broth blending beef, bone marrow, and chicken bases, accented by radish, green onion, and the kick of Cheongyang chili pepper. Instead of the typical powdered soup, Samyang 1963 uses a liquid seasoning to intensify the flavor—a notable innovation in the instant noodle world.
Marketing for Samyang 1963 has been as inventive as its recipe. The launch event was held near Namdaemun Market, a nod to the company’s founder and the brand’s storied history. In Seongsu-dong, Samyang rolled out the “Steaming Samyang 1963” outdoor ad campaign and opened a pop-up “Samyang 1963 Premium Ramen Bar,” transforming ramen from a humble convenience food into a gourmet experience. When the company celebrated the product’s 100th day at Coex in early February 2026, more than 10,000 visitors flocked to the event over just two days, eager to relive or discover the flavors of the past.
This retro wave isn’t limited to ramen. According to data from the Korea Agro-Fisheries & Food Trade Corporation (aT), the snack market is also dominated by long-standing brands. In 2025, the top-selling snack in retail was Nongshim’s “Shrimp Crackers” (Saeukkang), first released in 1971, with sales reaching a staggering 135.8 billion won. Other classic snacks such as Orion’s “Pocachip,” Kellogg’s “Pringles,” Lotte Wellfood’s “Kkokkalcorn,” and Orion’s “Squid Peanut” filled out the top five—all products with decades of history. Even in a market where new products appear constantly and trends shift rapidly, it’s these tried-and-true flavors that consumers keep coming back to.
Why this enduring appeal? For older consumers in their 40s and 50s, these flavors evoke childhood memories and a sense of comfort. For younger shoppers in their 20s and 30s, retro products offer a fresh, ironic twist on the familiar—a “newtro” (new + retro) experience. As Hankyung points out, the same snack can be a nostalgic treat for one generation and a trendy novelty for another.
Food companies are capitalizing on this dual appeal by reviving discontinued products and reimagining legacy brands. It’s a calculated move: leveraging established brands reduces the risk of failure compared to launching entirely new products, and it allows companies to tap into a built-in base of loyal customers. Moreover, retro products can be positioned as premium offerings, combining nostalgia with upgraded ingredients, modern packaging, and experiential marketing. This approach not only justifies higher price points but also broadens the brand’s reach across generations.
Lotte Wellfood, for instance, has refreshed the packaging of long-standing snacks like “Butter Coconut” and “Lotte Sand,” releasing limited editions to stoke consumer interest. Haitai Confectionery has extended the life of its classics, such as “Home Run Ball,” through collaborations and special editions. The beverage sector is following suit: Binggrae’s “Banana Flavored Milk” continues to launch co-branded merchandise, and Lotte Chilsung Beverage is expanding consumer touchpoints with iconic drinks like “Chilsung Cider.”
Industry insiders expect the retro trend to persist, especially as economic uncertainty grows. As a distribution industry representative told Hankyung, “Consumers these days respond more easily to products that are familiar but a little bit new. Especially when economic uncertainty increases, there’s a stronger preference for proven tastes and brands.”
Amid this retro surge, Samyang Foods is also looking to diversify its portfolio beyond its global hit, the “Buldak” (Hot Chicken Flavor) series. On April 23, 2026, the company filed for a trademark on “Jjarreu,” a name that evokes instant black bean noodles (jajangmyeon). The trademark covers a wide range of products, including dried noodles, ramen, instant Chinese noodles, and pasta. According to ZDNet Korea, this move signals a possible re-entry into the dried noodle jajangmyeon market, which Samyang exited in August 2024 when it discontinued its “Essential Jjajang” under the “Cutique” brand. Since then, Samyang’s dried noodle offerings have been consolidated under the “Tangle” brand, which currently focuses on pasta varieties but does not include jajangmyeon.
The rationale behind this anticipated expansion is clear. While Samyang Foods achieved record sales in 2025—posting consolidated revenues of 2.3518 trillion won, operating profits of 524.2 billion won, and net profits of 388.7 billion won—over 80% of its sales came from overseas, and the majority of that from the Buldak series. Recognizing the risk of overreliance, management has publicly committed to diversifying its offerings. At the regular shareholders’ meeting in March 2026, CEO Kim Dong-chan stated the company’s intention to expand non-Buldak brands such as “Maptaeng” and “Tangle.”
Samyang has already made strides in this direction. In June 2023, it launched the dried noodle pasta brand “Tangle,” and in August 2023, it introduced “Maptaeng,” a spicy soup ramen. “Tangle” has gained traction abroad, entering major U.S. retailers like Kroger and Costco, and Japanese chains such as Don Quijote and Lawson Natural, with exports now reaching about 45 countries. “Maptaeng,” led by third-generation owner Jeon Byung-woo, even offered a seasonal cold bibim noodle in 2025. The company is also collaborating with the nut brand HBAF (Barf), handling its Japanese distribution.
Despite these moves, Samyang Foods remains cautious. A company representative told ZDNet Korea on April 23, 2026, “We filed the trademark for brand preemption purposes only, and nothing specific has been decided yet.”
The retro boom, then, is more than a passing fad—it’s a strategic response to shifting consumer preferences and market realities. By blending nostalgia with innovation, South Korean food companies like Samyang are not only reviving classic flavors but also securing their place in a rapidly changing industry. As the market continues to evolve, it’s clear that the past still has plenty of flavor left to offer.