Samyang Foods, the maker of the globally popular Buldak ramyeon, announced Monday that Vice Chairman and CEO Kim Jung-soo visited the Coachella Valley Music and Arts Festival in California, where the company’s Buldak booth officially opened last Friday as part of the brand's global engagement efforts.
The booth was established through the Korean firm’s first official partnership with Coachella and is expected to serve as a key platform for promoting the Buldak brand to global consumers.
“This visit marks the beginning of our global on-site management strategy,” said Kim Nam-sook, head of Samyang’s Buldak brand division. “By connecting with festival-goers from around the world, we aim to showcase the excellence and competitiveness of Buldak — to make it not just Korea’s No. 1, but the world’s leading spicy sauce brand. Following Kim’s philosophy that on-site engagement is fundamental, we’ll continue to be present where it matters.”
During her visit, Kim participated in six interactive brand events, sampled various dishes paired with Buldak sauce, and engaged with Coachella staff and festival visitors.
According to Samyang Foods, the booth attracted a great deal of attention during the festival’s opening weekend, with internationally renowned artists and celebrities stopping by to taste Buldak sauce and experience the booth's immersive digital content.
The company also unveiled its newly redesigned Buldak hot sauce packaging as part of its global marketing campaign, “Rocket Hot: Ride the Buldak High.” The booth featured fiery visuals and a flame-shaped QR code, giving visitors access to a range of digital experiences.
Samyang Foods aims to deepen consumer engagement through interactive packaging and an omnichannel strategy that bridges digital and offline touchpoints.
Buldak’s booth and sampling events at Coachella will continue through April 20.
By Kim Hae-yeon (hykim@heraldcorp.com)
