samyang

Photo Credit: Netflix

The makers of the spicy noodles enjoyed by the main characters in Netflix’s ‘Kpop Demon Hunters’ are seeing shares jump by 7.3% since going viral.

South Korea’s Samyang Foods, the makers of spicy “fire chicken” noodles, have seen shares hit a record high this week after the product’s appearance in Netflix’s hit film Kpop Demon Hunters. The noodles have gone viral on social media, leading to several new trends and spicy food challenges.

The Buldak-brand’s intensely hot instant noodles have actually long been enjoyed by K-pop stars and their devoted fans. But they’ve hit an unprecedented surge in popularity thanks to the record-breaking Netflix movie.

On Thursday, August 28, Samyang Foods’ shares soared as much as 7.3%, equalling a 1600% gain in the past three years. The rise of K-pop culture has certainly helped secure the brand’s place as a staple for enthusiasts, and analysts say this is only going to further cement Samyang as a premium brand worldwide.

The company’s revenue in Q2 rose by 30% year-over-year, to the equivalent of $397 million. At the same time, operating profit increased by 34%.

Due to tariff-related inventory shifts and increased marketing expenses, that’s actually below market expectations. But that will probably only be temporary, according to analysts. The company’s expansion in the U.S. and China has led to increased target prices, while market analysis maintains a buy rating.

“With a new factory set to open in China in early 2027, Samyang has fresh valuation drivers ahead,” said Kiwoom Securities analyst Park Sang-jun, who expects the brand’s profitability to rise once price hikes are reflected in earnings in early 2026.

“There are higher expectations for [Samyang] dominating the U.S. market, even more so than the South Korean market,” wrote Hanwha Investment & Securities analyst Han Yoo-jung, citing a rise in online sales as a result of heightened social media interest.

Samyang still faces intensifying competition in China, while uncertainty over U.S. trade policy poses a similar headwind. Whether the company’s stock will remain as hot as its noodles will depend on several factors, but for now it’s one of South Korea’s biggest market drivers—even rivaling that of BTS agency Hybe.