How some very spicy noodles saved the company that pioneered Korean ramen

In February 2014, a British YouTuber known as the “Korean Englishman” uploaded a video that would change the fate of an instant noodle company halfway across the world.

The video features his friends and family eating a cup of Korean instant noodles against the backdrop of familiar London sights. The noodles, shipped to him by his subscribers, are intensely spicy. The idea is to see if his guests can take the heat.

Among them is the Englishman’s father, whose “really nice” soon turns to “ooh, that’s getting hotter.” Milk is gulped, then shot out the nose. Tongues are wiped. Noodles are flung. The dad takes off his sweater.


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