Spicy ramen from South Korea is quickly gaining popularity in India, outperforming fast noodles. Following the success of South Korean dramas, beauty goods, automobiles, and technology in India, Korean noodles have emerged as the next trend, transitioning from a pandemic-induced fad to a long-term phenomenon. Recognizing this transition, Indian fast-moving consumer goods (FMCG) businesses are expanding their instant noodles portfolios to suit rising demand for Korean noodles. In November 2023, Nestle India expanded its Maggi brand by introducing Maggi Korean noodles in BBQ chicken and BBQ vegetable tastes. Hindustan Unilever also joined the trend by introducing Korean meal pots under the Knorr brand. Nissin, the producer of Top Ramen instant noodles, released its Gekki version of Korean noodles three years ago.
The Indian market for Korean noodles has grown significantly, from Rs 2 crore in 2021 to over Rs 65 crore in 2023, according to consumer intelligence company NielsenIQ. According to Roosevelt D'souza, Head of Customer Success at NielsenIQ India, this segment's value grew 4X last year compared to the 10% rise in the instant noodle market as a whole. As a result of increased demand, a number of significant players have entered this market, and D'souza predicts that big participants in the instant noodle space would eventually increase the variety of options they offer by adding Korean noodle variations. According to a Zepto analysis published in May 2023, the demand fueling this expansion is primarily concentrated in large cities like Bengaluru, Delhi-NCR, and Hyderabad. Surge the influence of K-Pop and K-Dramas bring Korean culture to India and impacting lifestyle choices.
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