Facing flattening domestic demand and rising costs, leading South Korean noodle producers CPB, HMY, and JYH are accelerating overseas expansion, leveraging K-pop-driven cultural appeal and higher average selling prices to fuel international growth.
- Domestic noodle sales growth in South Korea below 1% annually since 2023
- Overseas sales for CPB, HMY, and JYH rose 18% year-on-year on average
- Average selling prices increased by 12%–15% over 18 months
- Export volumes reached 38,000 metric tons in 2025, up 22% from 2023
- JYH’s export revenue grew 27% in Q4 2025, accounting for 41% of total sales
- Expansion into U.S., Vietnam, and UAE markets via new distribution hubs and joint ventures
South Korean noodle manufacturers are pivoting aggressively toward international markets as domestic sales plateau. Companies including CPB, HMY, and JYH report stagnant volume growth in their home market, with domestic revenue increasing by less than 1% annually over the past two years. In contrast, overseas sales have surged by an average of 18% year-on-year, driven by rising demand in Southeast Asia, North America, and the Middle East. The shift is underpinned by a strategic focus on premium positioning. These firms have increased average selling prices (ASPs) by 12% to 15% over the past 18 months, particularly for ready-to-eat and gourmet-style products. This pricing power reflects consumer willingness to pay more for perceived quality and authentic Korean flavor, especially among younger demographics influenced by K-pop and K-drama exports. Export volumes from South Korea’s noodle sector reached 38,000 metric tons in 2025, up 22% from 2023, with key markets including the U.S., Vietnam, and the UAE. CPB has opened distribution hubs in Los Angeles and Singapore, while HMY has entered joint ventures with regional retailers in Thailand and Indonesia. JYH reported a 27% jump in export revenue in Q4 2025, contributing 41% of its total sales—up from 29% in 2023. The international push is reshaping the competitive landscape, with companies investing in localized packaging, flavor variants, and digital marketing campaigns tailored to Western and Asian tastes. Analysts note that sustained global momentum could allow these firms to offset domestic headwinds and achieve double-digit EBITDA growth by 2027.