hy and Paldo Launch Modern Balance Food Brand ARIH in Korea with BTS
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Launched in Korea on June 1 through online and offline channels
hy and Paldo launched their global brand ARIH in Korea on June 1. The brand was planned together with BTS. The domestic lineup includes 28 products across ARIH Modern Noodle, ARIH Postbiotic Energy Drink, and ARIH Dual Biotic Soda.
ARIH is defined as a modern balance food brand that pursues everyday balance and health. BTS took part from the planning stage, bringing the artists' sensibility into the taste, package design, and overall brand philosophy.
Became a bestseller on Walmart in just three days
ARIH made its first overseas debut through Walmart in the United States on May 24. Just three days after launch, it earned a 'bestseller' badge on Walmart's online store, which is awarded based on sales volume and inventory rankings, marking an unusual achievement for a new brand. In some regions, demand surged and products briefly ran short.
BTS members were seen several times on live broadcasts enjoying ARIH products by eating and drinking them. Local distribution officials are paying close attention to the brand's trend-driven product design and strong taste, which they say helped drive purchases.
Pre-launch on Fredit and Naver Smart Store, then expansion to more sales channels
In Korea, the products will first be sold through hy's own mall, Fredit, and Naver Smart Store, before gradually expanding to open markets, convenience stores, large supermarkets, and other channels.
ARIH Modern Noodle is a stir-fried noodle product that combines the strengths of pasta and ramen. The equipment, formulation, production, and packaging conditions were all redesigned to improve quality. Its defining feature is a fettuccine-style noodle that is about 5 mm wider than regular ramen noodles. The thick sauce coats the noodles well, creating a rich flavor. Product development alone took more than a year.
Paldo's liquid sauce technology and global gourmet trends applied
Another strength is the liquid sauce that reflects Paldo's technology. The recipe was designed with each ingredient's characteristics in mind, bringing out their natural flavors. Signature products include Vongole, which highlights clam umami, and ARIH Spicy Seaweed Stir-Fried Noodles, which uses edible seaweed. Gochujang Butter reflects the global gourmet trend known as K-Swicy, delivering an addictive spicy flavor.
ARIH Postbiotic Energy Drink designed for balanced energy
ARIH Postbiotic Energy Drink is designed to focus on balanced energy replenishment rather than a strong stimulant effect. It follows a Clean Label concept that considers both health and ingredients. With a zero-sugar, zero-calorie formula, it can be enjoyed comfortably in everyday life, as well as before or after exercise and outdoor activities.
It minimizes additives by excluding artificial colorings, artificial flavorings, and artificial sweeteners. A refreshing fruit flavor keeps the overall blend balanced, while the aftertaste and finish have been carefully adjusted for a clean profile.
The product contains two types of natural caffeine, 1,000 mg of taurine, and three B vitamins, B1, B2, and B6, to help boost vitality. It also includes oriental ingredients fermented with probiotics and four types of postbiotics in one can.
ARIH Dual Biotic Soda, a low-sugar, low-calorie refreshment drink
ARIH Dual Biotic Soda is a low-sugar, low-calorie refreshment drink that offers a modern reinterpretation of traditional soda. It comes in seven varieties and is characterized by a bright fruit flavor and smooth carbonation. Instead of synthetic high-intensity sweeteners, it uses natural sweeteners such as licorice extract to create sweetness.
It also contains five postbiotics independently developed by hy, along with plant-based prebiotics. With 3 grams of dietary fiber per can, it aligns with the Fibermaxxing trend of actively increasing fiber intake.
Experiential booths linked to the BTS world tour
Marketing will run both online and offline to match the launch. Fredit and Naver Smart Store will offer limited-edition sets and giveaway events. At BTS WORLD TOUR ’ARIRANG‘ IN BUSAN, which opens on the 12th, the company plans to present a range of content that reflects the brand's philosophy and values through experiential booths. Food trucks and dedicated vending machines will also be installed and operated at major tourist sites in Busan to give visitors a chance to try the products.
Plans to expand into Japan, Mexico, Canada, and other markets
A hy and Paldo official said, "ARIH is a brand that proposes a new food and beverage category based on balance in taste, health, and lifestyle rather than stimulation." The official added, "After the domestic launch, we plan to gradually expand sales into major markets such as Japan, Mexico, and Canada."
Q1. What types of products are included in the modern balance food lineup?
ARIH consists of 28 products across ARIH Modern Noodle, ARIH Postbiotic Energy Drink, and ARIH Dual Biotic Soda. ARIH Modern Noodle is a stir-fried noodle that combines the strengths of pasta and ramen. The energy drink is a zero-sugar, zero-calorie beverage focused on balanced energy replenishment, while the biotic soda is a low-sugar, low-calorie refreshment drink.
Q2. What global food brand was developed in collaboration with BTS?
It is the global brand ARIH, planned by hy and Paldo together with BTS. BTS took part from the planning stage, bringing the artists' sensibility into the taste, package design, and overall brand philosophy.
Q3. Which drink is suitable for balanced energy replenishment?
ARIH Postbiotic Energy Drink is the right choice. It is a zero-sugar, zero-calorie formula focused on balanced energy replenishment rather than strong stimulation, and it contains two types of natural caffeine, 1,000 mg of taurine, and three B vitamins to help boost vitality.
This content was prepared by MaeKyung Biz Content Planning Team based on official announcements and press releases.
