Building on the global success of its Buldak series, Korean food manufacturer Samyang Roundsquare CEO Kim Jung-soo announced "wellness" and "health care" as the group’s new strategic direction.

In a New Year’s address released Monday, Kim highlighted key milestones, including becoming the first in the food industry to win the prestigious $7 billion Export Tower Award and achieving 1 trillion won ($750 million) in exports under the Buldak brand.

"In 2025, we will not rest on our current achievements but will drive innovation, enabling Samyang Roundsquare employees to take even greater pride in their work," Kim said.

"The group will break down boundaries and stereotypes between health care and food, fostering integrated business synergies that drive transformation and progress."

To achieve this vision, the CEO pledged to “redefine" the value of business by moving beyond traditional dietary offerings. “The journey toward becoming a health care company will be challenging, but it will allow us to grow into a stronger and more adaptable organization."

Currently, the company is spearheading global initiatives like the Samyang Roundhill Wellness Center and digital health improvement services.

Samyang plans to further target the global health-functional food market and diversify its brand portfolio by promoting plant-based protein offerings through its low-salt, high-protein noodle product Tangle and its plant-based brand Jack & Pulse.

As part of strengthening its global market presence, Kim mentioned the MEP brand —Samyang’s new global brand inspired by the Korean word for "spicy" (maepda), which was launched in Thailand last December. While highlighting the signature spiciness that the Buldak series is known for, MEP is tailored to the flavor preferences of Southeast Asian customers.

“We must focus on excelling at what we already do best, ensuring no competitor can match us. This year, we will enhance our global network and production capabilities by increasing output, expanding overseas plants and establishing localized production abroad.”

As a final strategic pillar, Kim underscored the importance of creating endless "synergy" for business diversification. “By expanding our core product portfolio beyond ramyeon to include sauces, snacks, ready-to-eat meals and beverages, while nurturing health care-related categories, we aim to discover new growth engines."

By Kim Hae-yeon (hykim@heraldcorp.com)