Samyang Foods has officially launched its new global spicy brand 'MEP' in the Malaysian market. From May 15 to 18, the company operated a pop-up store at the Sunway Pyramid shopping mall in Kuala Lumpur to mark this occasion, as disclosed on May 19.
The 'MEP' brand, inspired by the Korean word for 'spicy,' aims to introduce the culture of Korean spiciness to consumers worldwide in an innovative way. This brand goes beyond mere spice to offer a 'global spicy experience' that enhances liberation and thrill through flavor. The product lineup includes distinctive offerings such as 'Grilled Garlic Shrimp Ramen' and 'Black Pepper Chicken Ramen,' tailored to the culinary preferences of various countries.
In tandem with the Malaysian launch, Samyang Foods has partnered with the prominent local convenience store chain Seven-Eleven for exclusive sales of 'MEP' products across 2,500 locations nationwide. This approach replicates the successful strategies previously employed in Thailand and Japan.
The pop-up store, promoting the slogan 'LiberATE TASTE IN EVERY BITE,' featured interactive game zones, a Seven-Eleven concept tasting area, and a product sales zone, attracting a diverse visitor demographic from families to young consumers. The event drew significant attention with approximately 15,000 attendees over four days.
Notably, long queues formed in front of the sales area, with local consumers expressing high satisfaction with the Korean spicy flavor in the tasting zone. Many customers, engaging with the brand for the first time, participated actively in promoting it on social media through posts and photos.
A representative from Samyang Foods expressed optimism about the reception of the 'MEP' brand in Malaysia, noting the positive response exceeded expectations. The company plans to continue expanding its unique spicy flavor experiences globally and will engage in various marketing activities to highlight the allure of K-food worldwide.
