Maggi is launching three Korean-inspired noodle flavours as it looks to capitalise on the UK’s growing appetite for Korean cuisine.

The Nestlé-owned brand is rolling out Gochujang Beef, Kimchi Chicken and Spicy Cheese noodles in stores nationwide from June.

Maggi said the range had been created to bring the sweet heat and umami flavours associated with Korean food to shoppers looking for quick but flavour-led meals.

Gochujang Beef is the hottest of the three flavours, combining smoky, sweet and spicy notes with a fermented edge.

Kimchi Chicken offers a medium heat level, with a spicy, tangy and sour flavour profile, while Spicy Cheese delivers a milder heat with a punchy cheese aroma and savoury umami taste.

To mark the launch, Maggi has worked with creative studio Unusual Service to create three portraits of Korean icons made entirely from noodles and complementary ingredients.

The noodle artworks are inspired by KPop Demon Hunters’ Kim Eun-jae, former Tottenham Hotspur player Son Heung-min and BTS star Jung Kook.

Maggi said the three sculptures took 149 hours to create and used nearly 1.8km of noodles.

The brand has matched each flavour to a different personality and celebrity portrait, with Gochujang Beef linked to Son Heung-min as the “Lowkey Legend”, Kimchi Chicken paired with Kim Eun-jae as the “Fire Starter” and Spicy Cheese matched with Jung Kook as the “Hopeless Romantic”.

Fans will be able to see the portraits at a three-day Maggi pop-up in Soho this July.

The experience will run from 3 to 5 July at 15 Bateman Street, London, and will include an interactive personality test to help visitors find their noodle alter ego.

Shoppers will also be able to create their own noodle bowl at a customisation station, using a range of fresh toppings.

Maggi UK and Ireland head of marketing Danielle McAreavey said the brand wanted to do “more than just launch new flavours”.

“We wanted to capture the soul and main character energy of Korean cuisine,” she said.

“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.”

Unusual Service’s Sam Moore said turning noodles into “high art” had been a challenge the studio could not 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,” he said.

“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.”

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