Samyang Foods said it will participate in the 60th Supermarket Trade Show 2026 (SMTS 2026), scheduled to take place from Feb. 18 to 20 at Makuhari Messe in Japan.
The Supermarket Trade Show is Japan’s largest food distribution exhibition, bringing together supermarket operators and food industry professionals from across the country to share market trends and business information. Samyang Foods said it plans to use the event to strengthen its brand presence in Japan and expand local distribution channels.
At this year’s exhibition, the company will highlight its Buldak brand as part of a broader category expansion strategy. Samyang Foods will introduce two Japan-exclusive products — Buldak Curry (Medium Spicy) and Buldak Curry (Hot) — marking their first public unveiling.
Based on the globally recognized Buldak sauce, the new curry products combine intense spiciness with deep umami flavor. The recipe incorporates five spices, including cumin, coriander, fenugreek, cardamom and black pepper. The company said the product pairs well with rice as well as fried dishes such as tonkatsu and croquettes. The lineup is designed to cater to both spice enthusiasts and consumers seeking a milder option.
Samyang Foods will also present a renewed version of its Cheese Buldak Bokkeum Myun and Buldak Sauce Original. The updated Cheese Buldak Bokkeum Myun features increased cheese content — 7 percent more in the packet noodles, 28 percent more in the large cup, and 18 percent more in the small cup — aimed at enhancing richness and creaminess while maintaining the signature spicy flavor.
In addition, the company will promote its almond brand HBAF through sampling events and marketing activities. HBAF products are currently sold at Don Quijote stores and major supermarkets in Japan, and have recently been introduced to approximately 10,000 7-Eleven outlets across the country.
HBAF, short for “Healthy But Awesome Flavors,” focuses on combining health-conscious ingredients with bold taste profiles. Its flagship Honey Butter Almond product has gained popularity in both domestic and overseas markets.
A Samyang Foods official said the company plans to continue introducing Japan-tailored products while strengthening the competitiveness and expansion of the Buldak brand in the Japanese market.
