1 week Ago By The Korea Herald
Samyang Foods said Thursday it has renewed the packaging for its popular hot chicken flavored Buldak hot sauce, as part of a strategy to expand its presence in global markets. The redesign is aimed at attracting a new generation of consumers — particularly younger people and new customers — by highlighting the sauce’s intense heat and enhancing its packaging with bold visual elements. The updated bottle features a striking torch graphic representing its fiery flavor, as well as a flame-shaped QR code that connects consumers to interactive digital content.
Samyang plans to position its Buldak hot sauce as a global lifestyle brand by combining digital and in-person brand experiences through an omnichannel approach. As part of this initiative, the company is launching a promotional campaign titled “Rocket Hot: Ride the Buldak High,” which will include both online and offline events. A key feature of the campaign is the official debut of the redesigned Buldak hot sauce at the Coachella Valley Music and Arts Festival in Indio, California, which takes place over the next two weekends.
The product will begin rolling out in Korean and US markets this month. Collaborations with K-pop artists are scheduled to further promote Korea's spicy food culture globally. “The renewed Buldak sauce is about elevating our competitiveness in the global market,” said Kim Nam-sook, head of Samyang’s Buldak brand division.
“We will continue strengthening the brand so it can resonate as a lifestyle icon with consumers worldwide.”.
