BTS inspired food and beverage brand to launch in the US

Photo: Instagram.com/btsnewsru, photo editor: Serikzhan Kovlanbayev

South Korean major food companies Paldo and hy partnered with the globally recognized K-pop group BTS to launch a new global food brand, «ARIH,» according to a press release.

The group has been involved in the development from the beginning, with input on the brand name, flavors and packaging design. The announced product line includes Modern Noodles, available in seven flavors and served both as cup noodles and in a packaged format, combining Korean food with global ingredients. They are not soup-based but stir-fried and feature shorter noodles for better convenience for fork users.

The line also includes seven flavors of postbiotic energy drinks, described as «clean» and powered by two types of natural caffeine, along with seven flavors of dual-biotic sodas, described as sparkling drinks combining prebiotics and postbiotics with 3,000 milligrams of dietary fiber per bottle.

The name «ARIH» is also of interest — it is an archaic Korean word for «beautiful.» The letter «H» in its English spelling is included specifically to signify Harmony, Happiness and Health.

Sales are set to begin on April 24 in the U.S. at Walmart stores, with the Korea launch planned for late May.