Latest news with #RidetheBuldakHigh
Korea Herald
3 days ago
- Entertainment
- Korea Herald
Samyang's Buldak hot sauce goes viral with fiery global campaign
Innocean, the marketing agency affiliated with Hyundai Motor Group, said Tuesday that it has launched the global campaign for Samyang Foods' new product, Buldak hot sauce. Titled 'Ride the Buldak High,' the campaign features nine short-form videos that creatively highlight the intense spiciness of the sauce. Released on May 15, the videos have quickly gained popularity on global social media platforms, especially among Generation Z audiences. The campaign leverages meme-inspired humor and vertical video formats to align with digital content consumption trends. A standout element in the videos is the visual of a character being rocketed into the sky after tasting the sauce, symbolizing the fiery sensation and emotional high from having sauce. Since the campaign's release, Samyang Foods, the maker of the hot-selling Buldak ramyeon series, has seen a sharp rise in traffic to its official website, and a surge in social media followers. User-generated content continues to spread organically, especially in the US, with plans to roll out the campaign in more countries. "The campaign signals a new phase in Buldak's global brand evolution by activating multifaceted brand communication channels such as an augmented reality game and a Coachella Festival booth," said Innocean's Executive Creative Director Kim Ki-young.
Korea Herald
10-04-2025
- Entertainment
- Korea Herald
Samyang's Buldak hot sauce to spice up Coachella
Samyang Foods said Thursday it has renewed the packaging for its popular hot chicken flavored Buldak hot sauce, as part of a strategy to expand its presence in global markets. The redesign is aimed at attracting a new generation of consumers — particularly younger people and new customers — by highlighting the sauce's intense heat and enhancing its packaging with bold visual elements. The updated bottle features a striking torch graphic representing its fiery flavor, as well as a flame-shaped QR code that connects consumers to interactive digital content. Samyang plans to position its Buldak hot sauce as a global lifestyle brand by combining digital and in-person brand experiences through an omnichannel approach. As part of this initiative, the company is launching a promotional campaign titled 'Rocket Hot: Ride the Buldak High,' which will include both online and offline events. A key feature of the campaign is the official debut of the redesigned Buldak hot sauce at the Coachella Valley Music and Arts Festival in Indio, California, which takes place over the next two weekends. The product will begin rolling out in Korean and US markets this month. Collaborations with K-pop artists are scheduled to further promote Korea's spicy food culture globally. 'The renewed Buldak sauce is about elevating our competitiveness in the global market,' said Kim Nam-sook, head of Samyang's Buldak brand division. 'We will continue strengthening the brand so it can resonate as a lifestyle icon with consumers worldwide.'
