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Samyang: From Seoul to the World
The rise and prominence of Samyang Roundsquare's Spicy Ramen is an intriguing case study of a local product achieving global recognition. This popularity is a result of a confluence of economic, social-cultural, sensory, digital, and strategic business factors.
The soaring demand for Korean Ramen, specifically Samyang's Ramen products, can broadly be attributed to two interconnected phenomena – the outbreak of Covid-19 and the increased popularity of Korean mukbang or "eating broadcasts". As worldwide lockdowns limited dining options and induced a preference for comfort foods, many turned to readily available and easy-to-prepare options like Korean Ramen. Simultaneously, mukbangs, often featuring spicy Korean Ramen, poured fuel on the existing fire, creating a self-perpetuating marketing loop with minimal financial investment.
The exchange and fusion of culinary traditions is a key aspect of food globalisation. Samyang's Spicy Ramen has successfully crossed cultural boundaries by being both intriguingly 'foreign' and comfortingly familiar to consumers. To cater to different markets, Samyang creatively adapts its products to local tastes - for example, by introducing vegetarian options in India and providing halal versions like Buldak Ramen for Muslim consumers.
The popularity of spicy food has soared in recent years, captivating many with its intense heat and endorphin-inducing effects. Capsaicin, the compound responsible for the lingering burn, has become a sought-after sensation that consumers willingly expose themselves to. As they develop a tolerance, what was once daunting transforms into an exciting culinary adventure. The physiological and psychological reactions to capsaicin, such as the release of endogenous opioids and the thrill-seeking aspect, have contributed to the growing desire for and enjoyment of spicy food like Buldak ramen by Samyang.

The global demand for instant noodles has seen a steady climb, hitting a record high of 121.2 billion servings in the past year, marking the seventh consecutive year of growth according to the World Instant Noodles Association. This growth rate, which was close to 2.6% from the previous year, is based on estimated shipments across 56 economies. The leading markets for instant noodles included China, including Hong Kong, followed by Indonesia, India, Vietnam, and Japan. Spikes in food prices due to inflation across many countries were significant contributory factors to this surge. Faced with rising costs, consumers turned to instant noodles, a decision fueled by the product's affordability.
Reflecting Samyang's significant presence in international markets, the company expects sales to reach 1 trillion won this year. The majority of these sales are driven by their success abroad, contributing nearly 70% to total revenue. Branches established overseas in countries like China and the U.S., particularly Samyang America which was established in 2021, have played a pivotal role in achieving substantial sales growth of over 90% within just the first half of this year alone.
In conclusion, Samyang's explosive sales growth and global popularity are a testament to the intertwining of cultural and economic forces shaping the food landscape today. This phenomenon often termed the "globalisation of food," is a complex dance between economics, technology, and cultural exchange, with Samyang playing the lead role. Its success is a testament to the growing popularity of Asian cuisine, particularly that of East Asia, which is being propelled by a heightened appreciation for diverse culinary experiences, a desire for new and unique flavours, and the proliferation of Korean culture globally.
Is Reading actually dead?
Contrary to the widespread belief that declares reading or writing as a dying art in our digital age, contradicting trends are observed in the publishing industry. Spreading across both the physical and digital domains, the industry has remarkably adapted to technological advancements, successfully capitalising on changes and continuing to flourish in a seemingly counterintuitive manner. Amidst the evolution and discourse, a pertinent question springs to mind – if reading or writing is indeed 'dead', who are the ones keeping the publishing industry alive?
First and foremost, the notion that reading or writing is a decrementing trend lacks empirical support when scrutinised in the light of recent data. According to worldwide publishing industry data, the aggregate revenue for the publishing industry amounted to an impressive USD 57.3 billion in 2022. Moreover, digital format book sales made up for significant proportions in several countries, reaching an all-time high of 72.4% in Brazil. These statistics suggest that the switch to digital Consumption models has rather reinvigorated the industry with the advantages of technology.
On the topic of expenditure, several nations report surprising numbers. For instance, the United States of America reported a sales revenue of USD 26.2 billion, followed closely by Germany, the UK, Italy, and France. More noteworthy is the fact that children's books resulted in a revenue of USD 9.1 billion in 2022, led by the US at USD 4.9 billion. Thus, it seems families and younger audiences contribute significantly to the industry's patronage.

The Kindle e-reader's success story further exemplifies the robustness of the publishing ecosystem. Its innovative pricing strategy and product offerings have managed to make eBook reading more accessible and enticing for consumers, demonstrating that digital reading is far from 'dead.'
ISBN registrations also paint an encouraging picture. In 2022, a staggering 3.3 million registered ISBNs in the US, followed by Japan, Republic of Korea, India, and Germany. This reflects the ongoing production of new reading material and, feasibly, a market to consume it.
Given the evidence, it is pertinent to question the claims about the death of reading or writing. However, it is also essential to explore who these readers are, bringing us back to the initial question. Unfortunately, demographic data on readership was not included in the data. However, the success of children's books and services like Kindle Unlimited hint at a diversified reader base
Estonia's Innovative 'Time-out Station' puts the breaks on speeding with a unique approach

In the fall of 2019, Estonia introduced a groundbreaking experiment aimed at controlling over-speeding on its motorways. The initiative, named "Rahunemispeatus" or "Time-out Station," allowed drivers caught exceeding speed limits to choose between paying a fine or taking a unique time-based penalty. This innovative approach, a collaboration between the city of Tallinn and Rapla, not only challenged traditional methods but also shed light on the potential impact of understanding human behaviour in law enforcement.
The concept was simple yet profound. When a driver was flagged for speeding, they faced a decision at the Time-out Station: either pay a fine or pull over and wait for a designated period, ranging from 45 to 60 minutes. The duration depended on the degree of speeding, with those exceeding the limit by 20 km/h facing a 45-minute timeout and those exceeding it by 21-40 km/h undergoing a full hour.
What made this experiment especially intriguing was its reliance on insights into human behaviour. The Estonian Police, in collaboration with the tech ecosystem, conducted a snowball study involving 400 participants to determine the optimal time thresholds. This approach showcased a willingness to explore new strategies in law enforcement and highlighted the importance of testing and measuring the effects of interventions, especially in the public sector.
The experiment took place on a motorway with a speed limit of 90 km/h between Rapla and Tallinn. Out of 28 eligible drivers, 16 (57%) opted for the time-out over the conventional fine. Subsequent speed measurements at 3 km and 9 km after the Time-out Station revealed intriguing insights into the sustained impact of this unconventional penalty on drivers' behaviour. Out of the 28 drivers, 26 did not exceed the speed limit afterwards.
Beyond its immediate success, the Time-out Station aligns with broader initiatives in Estonia, such as the Accelerate Estonia (aE!) program initiated by the Ministry of Economic Affairs and Communications. This program aims to address complex challenges, known as "wicked problems," and transform them into opportunities for economic development. By disrupting traditional norms in public domains, Estonia is positioning itself at the forefront of innovative solutions.
The ripple effect of such initiatives extends beyond individual driver behaviour. According to the European Transport Safety Council, a mere one-kilometer-per-hour reduction in average speed across Europe could potentially save 2,100 lives annually. Estonia's willingness to challenge the status quo and embrace disruptive models in law enforcement exemplifies the country's commitment to both public safety and economic progress.
Estonia's Time-out Station experiment serves as a beacon of innovation in the realm of law enforcement. By combining behavioural insights with real-world testing, the initiative not only offers a unique solution to speeding but also sets a precedent for the thoughtful and measured implementation of policies within the public sector.

Beyong BS
How big is science’s fake-paper problem?

The scientific community is grappling with a pervasive issue – the influx of fake research articles from paper mills, businesses that produce and sell fabricated work and authorships. An analysis, as yet unpublished, indicates that over the past two decades, more than 400,000 research articles have been published with striking textual similarities to known studies produced by paper mills. This issue is particularly concerning given that around 70,000 of these articles were published just last year. The estimated rate of 1.5-2% of all scientific papers published in 2022 closely resembling paper-mill works, and the rate rises to 3% in biology and medicine, raises serious questions about the integrity of scientific literature. Read more.
The Five Tools of Hedonic Design

The hedonic treadmill theory suggests that individuals tend to adapt to positive life changes, eventually returning to their baseline happiness. Despite this, people persistently chase additional prestige, currency, and comfort, believing it will bring lasting happiness. Dr. Mastroianni proposes five tools to resist adaptation and maintain fresh positive experiences:
- Disruptors: Introduce interruptions to refresh pleasant experiences, such as commercial breaks during TV shows.
- Cutoffs: Implement well-timed endings to prevent the decline in pleasure that often occurs at the conclusion of an experience.
- Variators: Introduce modulations to keep experiences different and enjoyable, like a flight of beer with various flavours.
- Recyclers: Find ways to bring back positive memories, such as a pushpin map tracking travel adventures.
- Peaks and Finales: Enhance the best parts and endings of experiences, influencing how they are remembered.
Dr. Mastroianni emphasises the need to understand that true happiness comes from accepting the journey, not chasing an elusive destination. Read more here.
How Formal Language Outperforms Informal in Government Communications
Imagine arriving home to find two separate letters in your mailbox. Both are from your local government, seeking your participation in a program. One uses formal language, an official tone, and a traditional layout with no hint of colour. The other, however, is written casually, splashed with colours and graphics, and has the feeling of a flyer rather than a letter. Interestingly, which one compels you to take action? The paper, "The Formality Effect" by Elizabeth Linos, Jessica Lasky-Fink, Chris Larkin, and other co-authors, presents surprising findings about the influence of formal versus informal communication from the government.
Contrary to current trends of embracing informality and accessibility in communications, the researchers found a persistent formal bias when it comes to government communications. Through various studies, they showed that formal letters were more effective in motivating residents to take action, defying the predictions of practitioners and researchers who believed informal language would be more persuasive.
For example, one study involved urging residents to enroll in an emergency medical transportation program. Another aimed at spurring local businesses to self-certify as minority or woman-owned establishments. In both, despite similar content, residents who received the formal letter were significantly more likely to respond than those who received the informal variant.
However, while these results are fascinating, they also invite us to delve deeper into the nuances of government communication. It is vital to note that this research is primarily rooted in the American context and English language. Different languages have various formal and informal structures that might influence the formality effect. Moreover, the cultural aspects of formality, the level of trust in governments, and norms related to official communication can vary widely across countries.
Another interesting aspect to delve into is the role of digital media. Given that most government communication now happens online, how does the formality effect translate to digital platforms? Does the same formal-informal dichotomy exist in emails, social media posts or even text messages from the government?
In short, the findings on the "formality effect" are thought-provoking, but have limitations. The studies were primarily conducted in the US, so their generalisability to other cultures may be limited. More research is needed to understand the role of government trust and cultural differences in formal communication. This would shed more light on the complexities of effective communication and its impact on public opinion.