Samyang Foods, the globally-recognized South Korean food brand, has announced a strategic, long-term partnership with Sarya Holdings, a privately-owned, UAE-based company engaged in various sectors ranging from FMCG and agritech.
Samyang Foods welcomed recent mass exposure as Samyang noodles made a return appearance at Global Village Season 26, debuting the famous spicy Buldak Tteok-bokki and noodles.
Both partners are poised for a bright future as they prepare to expand the brand in and beyond the GCC. In addition to exclusive distribution in the United Arab Emirates, the partnership will also explore KSA, Egypt, Iran, and Levantine countries as strategic markets, and will jointly increase the brand’s visibility in these regions.
Samyang Foods CEO, Jung Soo Kim commented, “UAE is a key player in the Middle East’s economy and plays a pivotal role as a center of culture and distribution, which is essential to enter the Middle East. The UAE will serve as our strategic hub for expanding in the Middle East market.” Samyang Foods has been experiencing exponential growth locally, reaching record sales across the UAE.
In addition to distributing to all of the major hypermarkets, Sarya has a strong presence in both the lower and wholesale market segments. Aside from its renowned fiery noodles known around the world, Samyang Foods has also launched Seafood Party, Sutah Ramen, Buldak Light, Chacharoni, and more.
In the region, Samyang Foods has found unparalleled success, which has never been achieved by a Korean food brand before. With over 70% market share, the brand is the current leader in the Korean instant noodle category and aims to reach 85% market share by 2023.