Samyang Foods chairman visits SIAL Paris 2026, where firm makes its first appearance

Samyang Foods (삼양식품) Chairman Kim Jung-soo (김정수) visited SIAL Paris 2026 in Paris on 17 October local time, the company said on 20 October. He toured the main booth and the business lounge and encouraged staff on site. The outlets also said he looked at the latest trends in the global food industry. [ 1 , 2 , 3 , 5 ]

Newsis and Maeil Business said the chairman also checked exhibition preparations and the flow of visitors. Maeil Business and Newsis described the 17th as the opening day. [ 2 , 3 ]

Yonhap, Maeil Business and Seoul Economic Daily reported that this is Samyang's first time at SIAL Paris. The company runs a main booth called Crave Land, where it promotes its Buldak products and the pasta brand Tangle. Newsis and Maeil Business describe Tangle as a protein pasta brand. Samyang officially unveiled Peppo, a new Buldak character, at the fair. [ 1 , 2 , 3 , 5 ]

Maeil Business, Newsis and Seoul Economic Daily said the booth uses a large Peppo sculpture, LED screens and red and black colours. Samyang holds tastings four times a day, serving Buldak Original, Carbonara Buldak and three Tangle varieties: Creamy Mushroom, Garlic Oil and Bulgogi. A digital stamp tour with QR missions, run in English and French, and a social media photo event are also on offer, with goods and ramen products as gifts for those who finish the missions. Newsis and Maeil Business said the company reported long queues around the booth. [ 1 , 2 , 3 , 5 ]

Maeil Business reported that the fair runs from 17 to 21 October at the Paris Nord Villepinte exhibition centre and that organisers expected about 8,000 companies. It linked Samyang's large first-time booth to rising European sales: second-quarter Europe sales were 80.6 billion won, up 61% from a year earlier, and overseas sales were 84% of total sales of 770.3 billion won. It also quoted a 24-year-old Paris visitor and a local distribution buyer, both speaking favourably about the products. [ 3 ]

Yonhap and Seoul Economic Daily said the fair is held every two years and is counted among the world's three largest food fairs. The Korea Food Industry Association set up a K-Food leading companies pavilion with 11 food companies including Samyang, Nongshim, Daedoo Foods (대두식품), Lotte Wellfood and Binggrae. Seoul Economic Daily added that Samyang is meeting overseas buyers in its business lounge to find new clients and aims to extend its Buldak recognition to Tangle and other product lines. A Samyang official said the company would use experience-based marketing with Peppo to raise brand awareness of Buldak and Tangle in Europe. [ 1 , 5 ]