Aekyung's Buldak ramen-flavored toothpaste faced a recall — like its curry one

Aekyung's 2080 Hochi Toothpaste — a collaboration flavoring toothpaste like Samyang Foods' super-spicy Buldak ramen — was expected to be recalled in full, industry officials said in October 2022. The Ministry of Food and Drug Safety said it would soon decide whether to order a package redesign or a recall, citing safety concerns: the product 'could be mistaken for food by consumers'. Under Article 62 of the Pharmaceutical Affairs Act, no one may manufacture or display non-drugs likely to mislead their use.

It was the second time Aekyung had run into the same wall: its 2020 curry-flavored toothpaste with Ottogi raised the identical concern. The company stopped producing Hochi Toothpaste in late 2021 but refused to say whether it would recall distributed stock — 'for the products that have already been distributed through various retail channels, we have no control over them', an official said. Convenience stores wanted the stock gone for commercial reasons: it 'doesn't sell at all', and shops had been criticized for displaying 'such a controversial product' at all.

The ministry's stated concern was that the toothpaste could be mistaken for food — exactly what Article 62 of the Pharmaceutical Affairs Act prohibits for non-drug products.

This was a repeat offense: Aekyung's 2020 curry-flavored collaboration with Ottogi had already run into the same look-like-food objection.

Aekyung halted production in late 2021 but would not commit to recalling stock already sitting in retail channels.

Retailers turned against the product on their own: it 'doesn't sell at all' at their stores and drew public criticism for being on shelves.

A novelty flavor collision — toothpaste dressed as a famous spicy food — crosses from marketing stunt into misleading packaging; Aekyung crossed that line twice.

The MFDS left its options open, weighing a forced package change against a full recall. Aekyung disclaimed control over distributed products, and convenience stores hoped for a recall 'as soon as possible' to clear the embarrassment from their shelves.