The global boom of Korean instant noodles has led to a renewed discussion among local food companies regarding the use of the term ‘ramen’ in their marketing strategy. ‘Ramen,’ which has origins in Japanese cuisine and is recognized worldwide as a noodle in broth, has been commonly utilized by Korean businesses in overseas markets to describe their instant products. This practice, however, has introduced controversy as referring to Korean noodles as ramen could be viewed as a misrepresentation.
While Korean instant noodles are similar to Japanese ramen, they have unique characteristics that differentiate them from the latter. It’s also culturally sensitive as using the Japanese word in Korea is considered taboo, akin to referring to kimchi, a Korean staple, as kimuchi, the Japanese pronunciation of the term.
Despite the controversy, Nongshim, South Korea’s leading instant noodle seller, romanizes the word as ‘ramyun’ for its products sold in overseas markets. Many argue that ‘ramen’ is technically inaccurate from historical and culinary perspectives, with ramyeon being the more accurate term to describe Korea’s variation of instant noodles.
On a linguistic note, ‘ramen’ was coined in Japan to name a specific type of noodle dish. It was influenced by China’s hand-pulled noodles, known as lamian, which were introduced to Japan in the late 19th or early 20th century. In contrast, ‘ramyeon’ represents the Korean instant noodle adaptation, introduced by local food company Samyang in 1963. Linguist Yoon Seokjin suggests that using distinct terms for these different dishes reflects their individual local tastes and cultural identities.
In terms of taste, Japanese ramen is typically made with wheat noodles served in a rich soy sauce or miso-based broth, while Korean ramyeon exclusively refers to instant noodle products, distinguished by their thinner noodles and spicy flavor derived from chili, garlic, and dehydrated vegetable flakes.
Consumer awareness and marketing strategy largely drive Korean ramyeon makers’ reluctance to remove the term ‘ramen’ from their product packages. Changing the product name could be a strategic decision rather than a matter of costs. Cultural dynamics in Korea are also considered influential in the terminology shift.
However, with K-culture trends on the rise globally, consistent use of ‘ramyeon’ in marketing could gradually establish the term in the global culinary glossary, provide clearer communication to consumers, and secure the distinct cultural identity of Korea’s instant noodles.
Source: Why ramyeon makers still stick with ‘ramen’ marketing.
