Samyang - Buldak - Sauce Exchange Campaign

Challenge:
Position Buldak Hot Sauce as a must-have in the competitive $963M hot sauce market by creating buzz and driving trials.

Target Insight:
Interacting with a product in real life leads to a 58% increase in purchase intent. Heat-loving foodies crave bold, exciting flavors that elevate their meals and ignite conversations.

Strategy:
Fuse digital, social, and real-world experiences to engage consumers across multiple touchpoints, amplifying Buldak's fiery appeal.

Solution:
Launch Splash Buldak, a dynamic campaign featuring Hochi, pop-up activations, and fun events like the Sauce Exchange to deliver unforgettable taste experiences.