Samyang Elevates ‘Buldak’ from Spicy Noodle to Global K-Food Brand
Creatrip Team
2 months ago
Samyang Foods has rebranded its mega-hit 'Buldak' (short for 'bul-dak', meaning 'fire chicken') as a standalone global brand name, positioning it as a cultural icon of K-food. Moving beyond the original buldak-bokkeum-myeon instant noodle, the company consistently uses the English name 'Buldak' across packaging, marketing, and a new global brand website to strengthen identity. Major campaigns — including the 2023 'Play Buldak' dance challenge (about 700 million short-form views) and 2024's experiential 'Splash Buldak' events in five cities drawing over 40,000 attendees — have driven massive digital and offline engagement. Regional activations like 'Rocket Hot, Ride the Buldak High' and themed booths at international trade shows (e.g., ANUGA 2025) further showcase spicy flavor as a lifestyle, helping grow the brand’s global footprint (over 2 billion content views under 'Buldak') and social followings. Samyang says it will continue investing in marketing to cement 'Buldak' as its signature global brand asset.
