After ARIH, a Korean convenience-food brand developed with BTS’s input, went on sale at 7-Eleven Japan in August, two Japanese writers came away with different views of its gochujang-butter heat. hy reported early cumulative sales of about 3.61 million units in September.
Launch at 7-Eleven Japan
Developed by hy and PALDO with BTS involved in naming, flavors and packaging, ARIH began a phased rollout at participating 7-Eleven stores in Japan on August 20, 2026. The range covers 16 products in three categories: noodles, energy drinks and soda.
3.61 million units
On September 16, hy reported approximately 3.61 million units sold in Japan as of September 8, the twentieth day of the rollout. These are company-reported early sales, not a count of buyers or repeat purchases, and they do not establish lasting demand for Korean food overall.
Differing verdicts
In a tasting article updated August 28, macaroni editor Inoue wrote that butter softened the gochujang heat and likened the vongole noodles to a Korean-developed pasta served without broth. On August 31, @BAILA contributor Maho Hiraoka wrote that the gochujang butter was spicier than expected and named truffle bulgogi as her favorite.
Reading the reactions
These are real Japanese tasting responses, not a representative consumer survey. That the same product struck two writers so differently shows a range of reactions that sales figures alone do not capture.
