Crowds Flock to Samyang1963 Pop‑up in Seongsu-dong as New Beef Tallow Ramen Debuts
Creatrip Team
3 months ago
On opening day in Seoul’s Seongsu-dong, Samyang Foods’ pop‑up for its new beef‑tallow ramen “Samyang1963” drew long lines, with on‑site queuers arriving two hours early and online reservations selling out within five minutes. Visitors received ramen in branded tumblers for on‑the‑go tasting and could return for tumbler cleaning. The pop‑up space featured warm, natural decor in Samyang’s signature colors and offered only tastings—no performances—to focus attention on the product. Samyang1963, released 36 years after the “uj i” (우지, beef tallow) controversy, uses a “golden blend” of beef tallow and palm oil for frying, a bone‑broth (sagol) based liquid seasoning with radish, scallion and cheongyang chili, and large vegetable flakes for texture. The launch is part of a reputation‑repair effort by the family owners and drew interest from locals, passersby and even Seongsu-dong tourist guides.
