Buldak Breaks the Valentine's Day Rules... Samyang Foods Launches Global Campaign Targeting Gen Z

Samyang Foods announced on the 9th that it is launching a new global campaign, "Hotter Than My EX (HTMX)," targeting Gen Z consumers around the world.

Provided by Samyang Foods.

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A Samyang Foods representative said, "Valentine's Day can have a completely different meaning for those who are single or have gone through a breakup. For some people, it is 'a day for myself,' while for others, it is a day when complex emotions intersect, and the brand focused on this emotional point." The representative added, "We reinterpreted Valentine's Day as a day to prioritize 'myself' rather than romantic relationships, and we planned this campaign to match the lifestyle of Gen Z, who place importance on self-esteem and self-expression."

Under the slogan "Hotter Than My EX," the HTMX campaign likens unwavering self-esteem and self-control after a breakup to the signature spiciness of Buldak. Starting from the idea that Buldak is more intense than a romantic partner, the campaign expands spiciness beyond a simple gustatory刺激 to a cultural code symbolizing boldness and confidence.

The campaign model and music also draw attention. K-pop boy group BOYNEXTDOOR is participating as the model. They resonate with younger generations by expressing unfiltered emotions and everyday sentiments in their own color. In the campaign video set during the Valentine's Day season, the "hot" energy of Buldak is used to sensuously capture the moment of discovering a stronger sense of self by focusing on oneself.

In connection with this campaign, Samyang Foods will roll out the "Hotter Than My EX Challenge" on global short-form platforms such as TikTok. Through consumer-participation content, the company aims to spread empathy for the campaign message while simultaneously boosting brand buzz and purchase impact. In countries including the United States and Indonesia, it will also introduce limited-edition Buldak packages that reflect the campaign concept.

This campaign also serves as the stage where "PEPPO," a new digital character developed by Samyang Any, fully joins the Buldak universe. Armed with unpredictable settings and a unique personality, PEPPO is communicating with young people around the world through various digital content such as music, challenges, and memes. The PEPPO YouTube channel currently has a cumulative 230 million views and 1.06 million subscribers.

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