Paldo and Hy Launch Modern Balance Food Brand 'ARIH' in Korea with BTS

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Domestic launch on June 1 through online and offline channels

Paldo and Hy launched their global brand ARIH, which they planned together with BTS, in Korea on June 1. 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' that aims for everyday balance and health. BTS took part from the planning stage, helping shape the taste, package design, and overall brand philosophy with the artists' sensibility.

Reached 'Best Seller' status three days after going on sale at Walmart in the U.S.

ARIH made its first overseas debut through Walmart in the United States on May 24. Just three days after launch, it earned the 'Best Seller' badge on Walmart's online store, which is awarded based on a combination of sales volume and inventory ranking, marking an unusual achievement for a new brand. In some regions, demand surged so sharply that products temporarily sold out.

BTS members have repeatedly appeared in 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 outstanding taste, which they say helped drive purchases.

Early launch on Fredit and Naver Smart Store, followed by wider distribution

In Korea, the products will first be sold through Hy's own mall, Fredit, and Naver Smart Store, before distribution is gradually expanded to open markets, convenience stores, and large supermarkets.

ARIH Modern Noodle is a stir-fried noodle product that combines the strengths of pasta and ramen. The company redesigned the equipment, formulation, production, and packaging conditions to improve quality. Its signature feature is a fettuccine-style noodle that is about 5 mm wider than regular ramen. The thick sauce clings well to the noodles, creating a richer 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 technology refined by Paldo. By designing the blend to reflect the characteristics of each ingredient, the company preserved the original flavor of the materials. Representative examples include Vongole, which highlights clam umami, and ARIH Spicy Seaweed Stir-Fried Noodles, which uses seaweed as an ingredient. Gochujang Butter reflects the global gourmet trend known as K-Swicy, a sweet-and-spicy flavor profile, to deliver an addictive heat.

Postbiotic Energy Drink designed for balanced energy replenishment

The ARIH Postbiotic Energy Drink is a beverage focused on balanced energy replenishment rather than intense stimulation. It applies a Clean Label concept that considers both health and ingredients. With a zero-sugar, zero-calorie formula, it can be enjoyed comfortably before or after exercise, outdoor activities, or in everyday life.

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 replenish energy. It also includes oriental ingredients fermented with lactic acid bacteria and four types of postbiotics in one can.

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 proprietary postbiotics developed by Hy and plant-based prebiotics. With 3 g of dietary fiber per can, it aligns with the Fibermaxxing trend, which encourages higher fiber intake.

Interactive booths linked to BTS world tour

The launch will be accompanied by both online and offline marketing. Fredit and Naver Smart Store will offer limited-edition sets and gift giveaways. 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 interactive booths. Food trucks and dedicated vending machines will also be installed and operated at major tourist sites in Busan to give consumers more opportunities to experience the products.

Plans to expand into Japan, Mexico, Canada, and other markets

A Paldo and Hy 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. After its domestic launch, we plan to gradually expand sales into major markets including 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. The modern noodle is a stir-fried noodle product that combines the strengths of pasta and ramen, the energy drink is a zero-sugar, zero-calorie beverage focused on balanced energy replenishment, and 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 Paldo and Hy 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's Postbiotic Energy Drink is the right choice. With a zero-sugar, zero-calorie formula focused on balanced energy replenishment rather than strong stimulation, it contains two types of natural caffeine, 1,000 mg of taurine, and three B vitamins to help restore vitality.