The Middle East’s First Samyang Spicy Noodle Bar Has Launched at Global Village by Sarya Holdings


A representation of its increasing popularity, Samyang Foods UAE collaborates with exclusive partners at Global Village. 

Dubai, United Arab Emirates: Samyang Foods, the globally-recognized South Korean food brand represented by UAE’s own Sarya Holdings, has secured a unique partnership with select pavilions at the multicultural theme-park and shopping destination, Global Village. In this first-of-its-kind partnership, the beloved venue will offer visitors Samyang products that can be purchased at various stores within the park pavilions, in parallel to a Samyang Noodle Bar to enjoy exclusive spicy  creations at the Korean Pavilion.

Samyang’s spicy noodles have become a staple in many households, and have gained global attention after going viral for its ‘spicy noodle challenge’ in recent years. This season, select outlets within Global Village have collaborated with Samyang Foods to offer guests and spicy food lovers the chance to purchase the company’s all-new fiery sauces, and every Samyang noodle flavour to take home and enjoy. Accompanying the many stalls, a Samyang branded Noodle Bar is located within the Korea Pavilion where visitors can indulge in a bowl of their extraordinary Buldak ramen noodles and its varying spice levels.

Having launched in the beginning of February, the Samyang Noodle Bar at Global Village has been a success on ground as well as on the increasingly popular social media platform, TikTok. Samyang’s UAE TikTok account shared a video of the customer journey at the Samyang Noodle Bar, which gained over 50k views. Due to the popularity of the video, guests are now able to either show the TikTok video at the Samyang Noodle Bar counter or create a post and tag the noodle company on social media for a free pack of ramen with every purchase. This fun activation comes after the company experienced exponential growth in 2019/2020 with a roll-out of partnerships and all-time high sales, creating a drive to strategically expand beyond borders whilst continuing to build locally.

The new year shows a promising future for Sarya Holdings as the company prepares for the expansion of its international food products in and out of the GCC region. Customers can indulge in Samyang Foods’ famous spicy noodles and sauces when visiting Global Village, or they can purchase packs of their favourite instant noodles from their closest Carrefour or Lulu Hypermarkets.