How a Pink Pack of Korean Ramen Took Over TikTok and Celebrity Snack Drawers
A Korean instant noodle brand is dominating online trends thanks to its eye-catching pink packaging and fiery carbonara flavor.
Samyang’s carbonara version of its Buldak ramen series has become a viral sensation. / Image via Samyang
A short viral video on TikTok featuring a young girl tearing up with joy over a birthday gift—bright pink instant noodles—sparked a social media frenzy. The unexpected object of affection? Samyang’s Buldak Carbonara Ramen, a creamy and spicy twist on their well-known fire noodles.
Though this product launched in 2017, interest in it skyrocketed recently, with online searches and TikTok posts pushing the brand into the global spotlight. The flavor has struck a chord with both casual snackers and food influencers, with some celebrities even going out of their way to find it.
High-profile figures such as rapper Cardi B and food content creator Keith Lee have added fuel to the craze. Cardi B even posted about taking a special trip just to grab a pack of the noodles. Despite being stocked at major retailers like Amazon, Walmart, and Korean groceries across the U.S., fans often report that it’s tough to find due to surging demand.
What Makes It So Popular?
The ramen’s appeal lies in its balance of bold spice and creamy richness—often compared to macaroni and cheese but with a Korean twist. Enthusiasts frequently enhance their bowls with soft-boiled eggs, scallions, cheese, sesame seeds, or even milk to mellow the heat.
Some chefs see the product as a modern, accessible take on Western pasta dishes like carbonara, but with a spicy Korean personality. It’s easy to prepare, photogenic, and leaves room for creative upgrades—perfect for social media.
The Fire Chicken Legacy
The term “buldak” means “fire chicken” in Korean, originally referencing a spicy grilled dish. Samyang built on that identity to develop their signature spicy ramen line, with the first version hitting shelves in 2012. Known for its fiery kick—rated over 4,000 Scoville heat units—it stood out in a crowded instant noodle market.
The carbonara variation introduced a creamy element, making it more approachable while maintaining the brand’s signature heat. Since its release, Samyang has sold billions of ramen packs globally and continues to expand its market reach.
Snack Fame in the Digital Age
According to food influencers, part of the noodle’s magic is visual. The bold colors, steam, and satisfying stir make for irresistible food content. One creator described it as “something you can practically taste through the screen.”
The trend highlights a growing appetite for spicy and visually appealing foods, especially ones that are easy to prepare and endlessly customizable. Whether you’re a celebrity or just hungry at home, Buldak Carbonara is quickly becoming a pantry staple for spice lovers worldwide.
Original reporting by The New York Times
This article is a summarized and rewritten adaptation based on publicly available reporting from The New York Times. All rights belong to the original publisher and author.