1 week Ago By Kim Min-jee
Samyang Foods announced on April 10 that it will unveil a redesigned version of its domestic No. 1 spicy sauce brand, 'Buldak Sauce,' for the global market. This redesign was created to meet the needs of new consumers who are experiencing hot sauces for the first time and the MZ generation, which is accustomed to digital content and experiential marketing.
The goal is to convey the identity of Buldak Sauce, which dominates the domestic market, in a more intuitive way to overseas consumers. To achieve this, the brand has visually emphasized its intense spiciness through a bold new package design. The front of the product features a graphic of a 'Torch,' symbolizing the sauce's fiery heat, thus increasing its visual appeal.
Additionally, a flame-shaped QR code has been incorporated, allowing consumers easy access to a variety of entertaining content. Samyang Foods plans to accelerate its brand's digital transformation through QR code-based interactive packaging while providing a consumer experience that encourages active participation in the global Buldak fan community. This strategy aims to organically connect digital and physical channels, allowing the brand to deeply integrate into the lifestyles of global consumers.
To celebrate this relaunch, Samyang Foods will implement various online and offline marketing activities centered around the 'Rocket Hot Ride the Buldak High' campaign. The brand will further enhance its global presence through an official partnership with the internationally renowned Coachella festival, where the revamped Buldak Sauce will be revealed for the first time. In South Korea and the United States, the sauce will be gradually available in online and offline stores starting in early April.
Additionally, Samyang Foods plans to expand collaborations with K-POP artists, who are at the forefront of the global K-Spicy culture. This strategy aims to solidify Buldak Sauce’s position as the No. 1 global hot sauce that captures the taste buds of people all around the world.
Kim Nam-sook, Head of the Buldak Brand Division at Samyang Foods, stated, "This relaunch of Buldak Sauce will strengthen the brand's distinctive intense spiciness as a differentiated competitive advantage in the global market, propelling it to become a global brand that deeply penetrates the lifestyles of consumers worldwide.".
