Korean palates are getting spicier.
As a nation that routinely enjoys rice mixed with fiery gochujang, kimchi jjigae, and fresh green chilies on the side, Koreans have long embraced spice in their cuisine. Interestingly, this tolerance for heat has intensified alongside the country’s economic downturns, political turmoil, and even unexpected triumphs.
Take instant noodles, or ramyeon, for example. Measured by the Scoville Heat Unit (SHU) scale, which gauges capsaicin concentration, today’s ramyeon is up to 20 times spicier than the original versions consumed from 1963 onward. At every turning point in Korean society, ramyeon and other spicy foods have emerged as iconic comfort foods of their era. As Korean culture continues to surge globally, this growing taste for spice is influencing global palates.
Nothing reflects Korean tastes better than instant noodles, with the average person consuming 78 packages yearly. Nongshim pioneered this spicy revolution by launching Shin Ramyun in 1986, boldly advertising its heat with the Chinese character for “spicy” (辛) on the packaging. At 2,900 SHU, Shin Ramyun was notably spicier than other ramen available at the time. Nongshim maintains that before the 2017 recipe update, the ramen remained significantly hotter than its competitors. For context, bell peppers range from 100 to 1,000 SHU, green chilies around 1,500 SHU, and cheongyang peppers range from 4,000 to 10,000 SHU. This came during an economic slowdown caused by U.S. economic deceleration. Shin Ramyun, advertised as “spicy enough to make a man cry,” became the official ramyeon of the 1986 Seoul Asian Games and the 1988 Olympics, introducing Korean spiciness to the world.
During each national crisis, intensely spicy foods became popular as an affordable way to relieve stress. After the 1997 IMF financial crisis, which resulted in widespread unemployment and destabilized the nation, jjamppong (spicy seafood noodle soup) surged in popularity, surpassing jjajangmyeon (black bean noodles). Many unemployed workers opened jjamppong restaurants, and Nongshim and Ottogi introduced their own instant versions.
After Korea’s historic 2002 World Cup semifinal run, a small Hongdae restaurant famous for its tear-inducing fire chicken attracted long lines. By 2004, spicy chicken franchises had spread nationwide, with students flocking to these spots. Analysts suggested that college students turned to the spicy dish to relieve stress from the challenging post-IMF job market.
As national stress levels grew, so did the spiciness. Yupdduk, a spicy tteokbokki dish beloved by teens, became mainstream following the 2008 global financial crisis. That same year, Paldo introduced a packaged version of Myeongdong’s infamous Teumsae Ramen, which boasted a fiery 8,557 SHU, making pickled radish and milk essential to soothe the heat.
It was not just the economic crisis. In 2017, amid the political turmoil surrounding President Park Geun-hye’s impeachment and the subsequent presidential election, the demand for spicier foods surged. Shin Ramyun responded by increasing its heat level from 2,900 SHU to 3,400 SHU. During this period, even traditionally mild or sweet foods like burgers, fried chicken, snacks, and ice cream began to be infused with chili peppers. Goobne Chicken released a limited edition of its “Extreme Volcano Chicken,” which was several times spicier than cheongyang peppers. Orion sold a million “Buldak” flavored Pocachips in just two months. Krispy Kreme, known for its sugary donuts, introduced the “Spicy Original Donut” with jalapeños. Paldo also enhanced the spiciness of its Teumsae Ramen Bbalgye-tteok, adding Vietnamese chili to reach 9,413 SHU.
The COVID-19 pandemic, which closed borders worldwide, ironically became a catalyst for spreading Korea’s spicy flavors globally, as more foreigners faced the intense heat of Buldak Ramen. In 2012, South Korea’s Samyang Foods unveiled the nation’s first ramen to feature the SHU scale—Buldak Ramen, measuring 4,404 SHU. Initially a domestic sensation, the fiery noodles quickly gained international recognition as foreign shoppers, unfamiliar with the Korean labeling, inadvertently purchased the product. Their tearful, sweat-drenched reactions transformed the dish into a global “spice challenge.” Many participants described the experience as oddly therapeutic, finding relief from stress by enduring the intense heat, particularly during periods of isolation. As global interest grew, the quest for extreme spice tolerance extended beyond Buldak Ramen. Challenges like the “One Chip Challenge,” featuring the Paqui One Chip with a staggering 2.2 million SHU, gained popularity. However, while the latter posed health risks, even resulting in fatalities, Korean spicy ramen emerged as a safer, more accessible option for those seeking to push their spice limits. By April 2024, Korean instant noodle exports surpassed $100 million in a single month for the first time, underscoring its growing global appeal.
This appetite for spiciness has also influenced the food industry. Foreign consumers, many introduced to Korean cuisine through Buldak Ramen and popular K-dramas like Squid Game (2021), developed a taste for what they perceived as “authentic Korean flavors.” Breaking from the traditional industry practice of toning down spice levels for overseas markets, manufacturers began embracing bolder flavors. For instance, dumplings sold in the United States now incorporate ingredients like corn and cheese for variety while retaining their signature heat.
This trend also extended to Korean condiments, now increasingly featured on Western dining tables. Staples like gochujang (red chili paste) and spicy marinades have seen exports to over 60 countries, according to CJ CheilJedang. Over the past decade, exports of these sauces have grown 2.5 times. Spicy food culture, often linked to pride in handling intense heat, has particularly resonated with younger consumers. A study by U.S.-based NCSolutions found that over half of Generation Z respondents identified as “hot sauce experts.” Reflecting this trend, U.S. sales of kimchi rose by 80% year-over-year in 2024, while spicy Korean sauces, including gochujang, saw a 29% revenue increase during the same period. Even dumplings have embraced the trend, with CJ’s “Bibigo Cheongyang Chili Steamed Dumplings” scheduled for launch in over 10 countries by Oct. 2023.
CNBC named “swicy”—a combination of sweet and spicy flavors—as one of 2024′s top food and beverage trends. The fusion pairs ingredients like fruit and chili powders or spicy honey with gochujang, a Korean favorite. Shake Shack in the United States introduced the “Shake Shack Gochujang Chicken Shack,” a chicken sandwich glazed with gochujang sauce. According to CNBC, feedback from spice-loving Generation Z customers prompted the chain’s head chef to make the sandwich even spicier.
The evolution of spice culture is also evident in South Korea. OTOKI recently updated its “Jin Ramen Spicy” for the first time in 11 years, increasing its SHU from 2,000 to 3,000. While this may seem modest, OTOKI emphasized the enhancement of its “hot and savory” flavor through added garlic, black pepper, and other spices. The Scoville scale measures only capsaicin concentration, but as OTOKI explained, additional seasoning can significantly influence the perception of heat. For example, while OTOKI’s “Yeol Ramen” (5,013 SHU) and “Mayeol Ramen” have similar Scoville ratings, the latter tastes considerably spicier due to its unique blend of seasonings.
As tolerance for heat grows, South Koreans increasingly turn to extreme spiciness as a coping mechanism for stress amid political and economic challenges. One notable example is “Yeomra Daewang Ramen,” which boasts a heat level of 21,000 SHU and is marketed as “spicy enough to taste bitter.” Discontinued for a time, the product was reintroduced in late 2024, with some joking that its revival stemmed from a collective need for “extreme heat” to manage societal stress.
Consumer demand for spiciness extends to chili peppers as well. Emart, a leading South Korean retailer, expanded sales of its “super spicy Korean green chili peppers” in mid-2023, offering a variety more than twice as hot as traditional green chilies, with an SHU of 10,000.
Technically, spiciness is not a taste, like sweetness or bitterness, but rather a sensation of pain. Yet for many South Koreans, this “pain” has become a source of comfort, offering a strangely cathartic escape from life’s pressures. Students, office workers, and business owners alike are increasingly seeking solace in the fiery embrace of spicier foods as their tolerance for both heat and stress continues to rise.
