As Korean culture continues to influence food trends across the UK, Maggi is expanding its noodle range with three bold new Korean-inspired flavours: Gochujang Beef, Kimchi Chicken and Spicy Cheese.
The new range draws inspiration from the vibrant street food scene of Seoul, offering consumers a quick and affordable way to experience some of Korea’s most popular flavour profiles at home.
According to Maggi, the world’s most chosen food brand, the launch reflects growing British demand for Korean cuisine, which has surged in popularity thanks to K-dramas, K-pop and the global rise of Korean food culture.
Three New Korean-Inspired Noodle Flavours
Each of the new noodle varieties has been developed to showcase the distinctive balance of sweet, spicy, savoury and umami flavours that Korean cuisine is famous for.
Gochujang Beef
The hottest option in the new range, Gochujang Beef combines smoky beef notes with the sweet heat of traditional Korean gochujang chilli paste. The result is a bold and fiery noodle experience with a rich fermented flavour.
Kimchi Chicken
Inspired by Korea’s iconic fermented side dish, Kimchi Chicken delivers a spicy, tangy and slightly sour flavour profile. Offering a medium heat level, it’s designed for those who enjoy a balanced kick of spice.
Spicy Cheese
For fans of creamy comfort food, Spicy Cheese blends savoury cheese flavours with a gentle chilli heat and rich umami notes. While the mildest of the three, it still packs enough spice to satisfy adventurous eaters.
Maggi Creates Celebrity Noodle Portraits
To celebrate the launch, Maggi partnered with creative studio Unusual Service to create three impressive noodle portraits inspired by Korean entertainment and sporting icons.
The intricate artworks were constructed entirely from the new noodle range and complementary ingredients, requiring a combined 149 hours of craftsmanship and almost 1.8 kilometres of noodles.
The portraits were designed to embody the personalities of each flavour:
- Gochujang Beef is represented by football star Son Heung-min, described as the “Lowkey Legend”.
- Kimchi Chicken is paired with Kim Eun-jae, embodying the energetic “Fire Starter”.
- Spicy Cheese is brought to life through a portrait of Jung Kook, representing the flavour’s warm and romantic personality.
Fans can watch the noodle artistry process on Maggi’s official channels ahead of the public exhibition.
London Pop-Up Experience Coming to Soho
To mark the launch, Maggi will host a three-day immersive pop-up experience in Soho, London, where visitors can view the noodle portraits up close and discover which flavour best matches their personality.
- Dates: 3–5 July 2026
- Location: 15 Bateman Street, Soho, London W1D 3AQ
- Opening Times: Friday and Saturday (12pm–7pm), Sunday (12pm–4pm)
Visitors will take part in an interactive personality quiz before customising their own noodle bowls with a selection of fresh toppings inspired by Korean cuisine.
Danielle McAreavey, Head of Marketing for Maggi UK and Ireland, said the campaign was designed to celebrate the “main character energy” of Korean food culture while helping consumers find a flavour that matches their personality.
Meanwhile, Sam Moore from Unusual Service described the noodle portraits as one of the most ambitious creative projects the studio has undertaken.
When Will Maggi’s Korean Noodles Be Available?
The new Korean-inspired noodle range will be available at retailers nationwide from June 2026.
For more information about the new products, visit the official Maggi UK website.
Why Korean Food Continues to Grow in Popularity
The popularity of Korean food in the UK has risen dramatically over recent years, fuelled by the global success of K-pop acts such as BTS, Korean dramas and the increasing availability of authentic Korean ingredients.
From kimchi and gochujang to Korean fried chicken and instant noodles, consumers are increasingly embracing the bold flavours and unique culinary traditions that have made Korean cuisine a global phenomenon.
