“Targeting Europe with Buldak and Tangle” ... Samyang Foods to Participate in SIAL Paris 2026 for the First Time

[Financial News] Samyang Foods will participate for the first time in the world’s largest food fair, held in Paris, France, where it will operate experiential spaces for its flagship brands and work to expand its global distribution network.
According to industry sources on the 14th, Samyang Foods will take part in the world’s largest food fair, SIAL Paris 2026, taking place from the 17th to the 21st at the Paris Nord Villepinte Exhibition Centre in France.
Held every two years, SIAL Paris brings together food manufacturers and distributors, buyers and others from around the world to share the latest trends in the global food industry and innovative products.
Making its first appearance at the fair, Samyang Foods will operate two independent spaces: a main booth in the Korea Pavilion and a business consultation lounge in the Innovation Hall.
The main booth will be built around the concept of “Crave Land.” The company’s flagship brand Buldak (Korean spicy fire chicken) will have a space inspired by its character PEPPO, while Tangle, its protein pasta brand, will feature a large cup sculpture and a product information area to convey each brand’s identity at a glance. The business lounge will serve as a dedicated meeting area for close consultations with global buyers.
The company will also hold events to encourage visitor participation. Visitors who take part in quizzes and surveys in English or French via QR codes at the venue and complete a social media (SNS) verification challenge will receive souvenirs.
A Samyang Foods representative said, “This fair is an important opportunity to make Samyang Foods’ brand competitiveness as a leader in the global K-food boom resonate in the European market.”
Meanwhile, major domestic food companies including Nongshim, Daedoo Foods Co., Ltd., Lotte Wellfood Co., Ltd., Binggrae and Samlip are also expected to participate in SIAL Paris and promote K-food.
[email protected] Park Kyung-ho Reporter