A comprehensive overview of Samyang Foods' iconic Buldak Bokkeum Myeon (Hot Chicken Flavor Ramen), exploring its history, distinctive spiciness, global popularity, copycat products, internet challenges, recipe variations, and notable incidents.
Buldak Bokkeum Myeon (“Hot Chicken Stir-Fried Noodles”), often known in English as Hot Chicken Flavor Ramen or simply "Buldak Ramen," is a South Korean instant noodle produced by Samyang Foods. Launched in 2012, it has become a signature stir-fried ramen for Samyang and is a major contributor to the so-called “K-food” wave, experiencing explosive popularity both domestically and internationally. Its success ushered in a new heyday for Samyang Foods.
Even among Koreans accustomed to spicy food, Buldak Bokkeum Myeon is notorious for its extreme heat. Its unique umami and salty flavor, which accompanies the spiciness, is a key factor in its popularity; it’s not just “painfully spicy” but also delicious and addictively savory. Inspired by the Korean dish “bul-dak” (spicy grilled chicken), the product is a sauce-based, brothless noodle that must be either mixed or stir-fried before eating.
Compared to standard cup noodles, Buldak's cup versions have a lower net weight for a relatively high price, leading to some price criticisms. The taste is intensely spicy to the point that many, especially non-Koreans featured on YouTube, struggle to finish it without reaching for milk or water afterward.
The initial sweet flavor disguises the heat, but as you keep eating, the spiciness accumulates to an almost unbearable point, recognized even as a “pain test” among spicy food challenges. Eating it on an empty stomach is not recommended due to potential stomach pain. Fatty or protein-rich foods like eggs, cheese, rice balls, tuna, or milk are often paired to soothe the heat. The sauce flavor is characterized not only by chili extract (capsaicin) but also by hints of curry, chicken, and a lingering wheat aroma from the noodles.
The official Scoville rating is 4,404 SHU (Scoville Heat Units) for the packet version and a bit lower for the cup, but since the sauce isn't diluted in broth, the perceived spiciness is extremely intense, rivaling or exceeding some of Korea's spiciest soup noodles.
Pairing with dairy products, ice cream, or bread is recommended to alleviate burning. Conversely, carbonated drinks and water are usually discouraged as they can exacerbate the burning sensation.
The heat from capsaicin triggers pain receptors, which prompts the brain to release endorphins and dopamine—resulting in a quirky sense of euphoria or “craving” that encourages repeat consumption.
Buldak Bokkeum Myeon consists of noodles, a spicy liquid sauce packet, and a dried flake sachet (seaweed and sesame seeds). Early trial versions included freeze-dried chicken and an egg soup mix, but these were omitted in the final product for taste and practical reasons. Notably, export versions are vegan, with no actual chicken meat, to meet various international dietary and religious restrictions.
A cartoon chicken mascot named "Hochi" appears on the packaging.
Buldak Bokkeum Myeon was released on April 13, 2012, but the concept had been developed as early as 2005. Samyang, usually conservative with product innovation, hesitated on launching a super-spicy, sauce-based, brothless noodle. After observing market trends toward spicy instant noodles, the company finally gave it the green light, testing initial versions in 2011 before its official launch.
The product struggled at first, outshone by other spicy ramen like Paldo's "Namja Ramen" and Nongshim's "Jinjjajinja" but quickly gained traction after word-of-mouth and media appearances popularized it. It would go on to become a runaway bestseller, leading not just Samyang but the broader industry toward spicier, sauce-based products.
Buldak Bokkeum Myeon’s success rescued Samyang Foods from a sales slump. Despite a higher price and lower volume compared to standard instant noodles, packet and cup versions remain perennial bestsellers in Korea and overseas, especially in Asian markets such as China and Southeast Asia. Its popularity drove Samyang’s overseas sales, accounting for the majority of the company’s revenue, and inspired numerous flavor spinoffs.
Globally, Buldak Bokkeum Myeon became the centerpiece of the internet “Fire Noodle Challenge,” where people attempt to eat the ultra-spicy noodles on camera for entertainment. Variations include speed-eating, bulk consumption, or mixing in even hotter ingredients, contributing to its cult status and viral appeal on YouTube and other platforms.
Spurred by its massive popularity, Samyang has released multiple variants—cheese, curry, carbonara (carbo), mala, stew-type, 2x and 3x spicy, among others. Rival companies and even foreign manufacturers have produced similar “bulldak-style” ramen, sometimes leading to legal disputes. In China, North Korea, and Japan, copycat products superficially imitate Buldak’s branding or flavor profile—sometimes even bearing fake Korean script.
Enthusiasts have developed many creative ways to prepare Buldak Bokkeum Myeon:
It’s common to see convenience stores or restaurants offering Buldak-based pairings, such as with rice balls or string cheese. Even the sauce alone is now sold as a separate condiment.
Some notable incidents and controversies include:
Buldak Bokkeum Myeon has featured in a range of animated commercials, music video tie-ins, and collaborations with celebrities and internet personalities. Its red, fiery branding is parodied in webtoons and variety shows, and the product’s reputation (“brutal” or “pain test”) is part of its appeal. In Japan and other markets, Samyang has adapted ads to local styles, sometimes going viral beyond Korea.
This article’s content is based on the Namuwiki entry and is licensed under CC BY-NC-SA 2.0 KR.
