ARIH Modern Noodle, Co-Developed with BTS, Launches in Thailand
ARIH Modern Noodle, a K‑Food brand co‑developed with BTS, has launched in Thailand after earlier releases in the US and South Korea. It offers three premium flavors—Black Pepper Tteokbokki, Soy Sauce Butter, and Truffle Bulgogi—designed to deliver restaurant‑quality noodles at home. The product will be sold in leading supermarkets and will expand to cups and beverages over time.
ARIH Modern Noodle emerged from the expanding influence of the Korean Wave into food, wellness, and lifestyle. Developed with BTS’s input from naming to flavor and design, the brand follows a philosophy of caring for both health and taste, aiming to give consumers a restaurant‑quality experience at home. After releases in the United States and South Korea, ARIH is introducing three flavors in Thailand: Black Pepper Tteokbokki, Soy Sauce Butter, and Truffle Bulgogi. The Black Pepper Tteokbokki blends a special Tteokbokki sauce with black pepper for a sweet‑spicy kick; Soy Sauce Butter uses a soy‑base enriched with butter and roasted garlic for a rich, smooth taste; Truffle Bulgogi combines bulgogi soy sauce with truffle aroma for a premium feel. The noodles are wider, fettuccine‑style strips that are chewy, soft, and elastic, allowing the sauce to coat fully for richer flavor. To maintain freshness, ARIH uses nitrogen‑filled packaging. In Thailand, the product will first be sold in pouches, with plans to expand to cups and beverages. The brand aims to reach younger consumers through various distribution channels, offering a novel K‑Food experience that connects food, wellness, and lifestyle. ARIH Modern Noodle is now available at leading supermarkets nationwide.
