Noodle brand co-developed by BTS launched in PH

ARIH, a modern noodle brand developed in collaboration with BTS over a few years, has officially launched in the Philippines, bringing flavors inspired by the K-pop group to Filipinos.

At the launch event on Tuesday, host Sam Oh said the K-pop supergroup’s members were involved in various aspects of the product’s development.

“They shared their thoughts on everything for this project. From the flavors, from the thickness of the noodles, to how well the noodles will absorb the sauce, and even the product concept and packaging. One of the biggest challenges was turning the flavors BTS imagined into something real,” she said.

ARIH’s initial lineup features three Korean-inspired flavors: Soy Sauce Butter, which combines savory soy sauce with buttery notes and a hint of sweetness; Truffle Bulgogi, which offers a rich savory flavor with a subtle umami finish; and Black Pepper Tteokbokki, which blends sweet and savory notes with a bold kick of black pepper.

“Inspired by the members of BTS, ARIH takes traditional Korean flavors and global creativity together for a modern experience that’s a gourmet experience at home,” said Suzie Lee, chief business manager of Nextrade Philippines.

“This launch is just the beginning. Our goal is to establish ARIH as a brand that resonates with Filipino consumers — one that brings together great flavors, convenience, and a fresh, modern dining experience,” said Edward Co, business officer at Nextrade Philippines.

More flavors are coming soon, including Vongole, Spicy Seaweed, Gochujang Butter, and K-Super Spicy Seaweed, officials said.