The Korea Times
Korean food company Paldo said Monday it has partnered with K-pop supergroup BTS to launch a new line of ramyeon products in the United States next week, as part of its global expansion strategy. The products will be released under the brand name "ARIH," an archaic Korean word meaning "fine" or "beautiful." BTS participated in the development process from the initial planning stage, contributing to the brand name, flavor profiling and packaging design, the company said in a press release. The letter "H" in the brand's English spelling represents its core values — harmony in everyday life, happiness and health, it said. Paldo plans to introduce seven varieties of its "Modern Noodle" stir-fried ramyeon line at Walmart stores across the U.S. on April 24 (U.S. time). The products will subsequently be launched in the domestic market in late May, followed by a broader global rollout, the company said. "Paldo selected Walmart for the initial launch, citing the U.S. retailer's extensive online and offline distribution networks as a strategic platform to accelerate market penetration," a company
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