Ton Son Launches 'Korean-Style Noodles' to Tap into K-Food Trend
Sittinan Co., Ltd. has introduced a new 'Korean-Style' noodle product under the Ton Son brand, aiming to capitalize on the growing popularity of Korean cuisine in Thailand.
New Product Launch
Sittinan Co., Ltd., the manufacturer of the well-known Ton Son brand, has officially launched a new product line titled 'Korean-Style Noodles.' According to Managing Director Panna Panchaveenin, the move is a strategic response to the rising demand for Korean food in Thailand, driven by the widespread influence of K-Pop and K-Drama.
Market Strategy
Company leadership noted that modern consumers are increasingly seeking 'experiential' dining, often wanting to replicate the meals they see on screen. The new noodles are marketed with a distinct texture—described as clear, soft, and chewy—designed to absorb sauces and broths effectively. This versatility makes them suitable for a wide range of dishes, from stir-fries and sukiyaki to spicy salads and hot pots.
Impact for Residents and Visitors
For residents and food enthusiasts in Thailand, this launch provides a new local option for home cooking or restaurant dining that mimics the texture of authentic Korean glass noodles. Restaurant operators may also find this product useful for diversifying their menus to attract customers interested in trending K-Food dishes.
What Remains to be Confirmed
While the product is now available, the company has not yet disclosed specific retail distribution details or the full list of partner restaurants that will feature these noodles in their menus. Consumers are encouraged to check local supermarkets or the brand's official channels for availability.
