- In celebration of this new launch and in honour of three Korean icons, Maggi has worked with a food artist to create noodle portraits inspired by KPop Demon Hunters’ Kim Eun-jae, former Tottenham Hotspur’s player Son Heung-min and BTS’s Jung Kook.
- Fans can see the three noodle masterpieces in person, in the heart of London’s Soho at a three-day Maggi pop-up experience this July.
Maggi is set to spice up noodle aisles across the nation with the launch of three bold, brand-new Korean-inspired noodle flavours: Gochujang Beef, Kimchi Chicken and Spicy Cheese. Global flavours brand Maggi, the world's number one most chosen food brand* with more than 50 years of noodle making expertise, is tapping into the UK’s growing interest in Korean cuisine** by bringing the punchy flavours of Seoul’s bustling night markets straight to the kitchen cupboard.
The flavours
Each recipe has been meticulously crafted to balance the complex sweet-heat and umami profiles that Korean food is known for. Whether you’re looking for a sharp, savoury kick or a rich, indulgent treat, Maggi is proving that fast food doesn’t have to compromise on bold flavour.
- Gochujang Beef: Boasts a smoky flavour that is sweet and spicy with a fermented note. This is the hottest variant in the new lineup.
- Kimchi Chicken: Features a complex flavour profile that is spicy, tangy and sour. This flavour delivers a medium heat level.
- Spicy Cheese: Offers a fusion of heat with a punchy cheese aroma and flavour and a savoury umami profile. This one has a mild heat level that still has a kick.
The noodle portraits
In a UK first, Maggi teamed up with creative studio Unusual Service to create three incredible portrait artworks of iconic Korean celebrities, made entirely from the new range of noodles, embellished with complementary ingredients.
Commissioned specifically for the launch to pay tribute to these Korean icons, these intricate sculptures required 149 hours of meticulous crafting and equate to nearly 1.8km of noodles for the completed works.
To celebrate the diverse flavours, the bespoke noodle portraits perfectly reflect the range’s core characters:
- Gochujang Beef (The ‘Lowkey Legend’) x Son Heung-min: Cool without trying and effortlessly sharp, he is the misunderstood ‘cool’ guy who may seem aloof, but whose drama relies on slow-burn character reveals to show real depth once you get past the shades. This flavour is captured via a portrait of former Tottenham Hotspur captain, Son Heung-min.
- Kimchi Chicken (The ‘Fire Starter’) x Kim Eun-jae: All heat, no hesitation. Fierce, fiery, and unstoppable, she charges head-first into every drama. She thrives on spice and chaos. This vibrant energy is represented by a portrait of Kim Eun-jae from KPop Demon Hunters.
- Spicy Cheese (The ‘Hopeless Romantic’) x Jung Kook: Big feels and even bigger energy. This is the eternal romantic, forever getting swept up in meaningful love stories. This flavour brings joy, warmth, and a touch of delightful chaos to every moment, brought to life through a portrait of BTS sensation, Jung Kook.
The pop-up experience
Fans will be able to get a closer look at the three noodle masterpieces in the heart of London’s Soho at a three-day Maggi pop-up experience this July, where guests can find their flavour match and witness noodle-craft like never before.
- Dates: Friday 3rd July to Sunday 5th July 2026.
- Location: 15 Bateman St, London W1D 3AQ.
- Opening Times: 12-7pm Friday-Saturday and 12-4pm Sunday.
Visitors to the pop-up will embark on a fully immersive brand experience celebrating Maggi’s Korean-inspired noodles, beginning with an interactive personality test designed to reveal their noodle alter-ego. Once their match is found, guests can head to the dedicated customisation station to craft their ultimate noodle bowl, elevating their Maggi creation with an array of authentic, fresh toppings.
“We wanted to do more than just launch new flavours; we wanted to capture the soul and main character energy of Korean cuisine,” says Danielle McAreavey, Head of Marketing for Maggi UK and Ireland. “Whether you’re a quiet legend or a drama-loving romantic, there is a flavour here that matches your vibe. Bringing this to life in Soho – complete with noodle art – is the perfect way to celebrate.”
Sam Moore of Unusual Service added: “Working with Maggi to turn noodles into high art was a challenge I couldn't resist. Creating three detailed noodle portraits required almost 150 hours across the whole trio, ensuring every strand perfectly captured the essence of these Korean icons. It’s the most ‘unusual service’ we’ve provided to date, and I can’t wait for the public to see the scale of them in person.”
The new Korean-inspired noodles range will be available in stores nationwide from June.
Notes to editors
Maggi are in no way in affiliation or partnership with Kim Eun-jae, Son Heung-min and Jung Kook.
*World Panel Division, Kantar, Numerator, CPS-GfK, Intage Brand Footprint 2024
**Attitudes towards World Cuisines – UK – 2025 – Mintel
Additional product information
- Each pack features 130g of thicker noodles that deliver a bouncy, springy texture.
- Inside, consumers will find two sachets: a seasoning blend and a hot sauce.
- Across all varieties, the hot sauce adds sweet heat and a silky mouthfeel.
- The noodles can be eaten without the hot sauce.
- Each flavour variant can easily be made into a meal by adding in vegetables and lean protein.
