In an era dominated by social media trends, a heartwarming video surfaced last year on TikTok, showcasing a young girl from Texas bursting into tears of joy upon receiving a pink multipack of her beloved Buldak ramen for her birthday. This sentiment of sheer delight resonated with countless viewers, propelling the brand into the viral spotlight. The response from Samyang Foods, the parent company of Buldak, was swift and strategic: a customized pink truck arrived at the girl’s doorstep to throw her a Buldak-themed party, complete with an abundant supply of ramen. Such thoughtful gestures highlight the growing importance of authenticity in brand-consumer relationships. Sarah Tang, marketing director at Samyang America, emphasized this point, stating, “We try to build community with our audience—not just advertising.” The notion of community engagement over traditional marketing fosters a deeper connection between brands and consumers, especially among the younger generation.
Samyang Foods, established in 1963 in South Korea, debuted the nation’s first instant ramen. Recently, it has emerged as a culinary icon, especially among Generation Alpha, the cohort of consumers born after 2010. According to Numerator, a consumer insights firm, Buldak has ascended to the top of the list of favored brands for this demographic, outpacing competitors such as Owala water bottles and Dr. Squatch soap. This accolade is a testament to the brand’s evolution from a niche Korean food product to a cultural staple in the American market. Much of this success can be attributed to Samyang’s strategic expansion efforts that began with the establishment of its U.S. affiliate in 2021. By actively placing its products in mainstream retailers such as Walmart and Costco, Samyang has ventured far beyond its original market, reaching more than 22,000 stores by late 2023.
The Evolution of Marketing Strategies
The remarkable growth of Samyang is not solely due to its product but also its innovative marketing strategies. The recent creation of a dedicated marketing team has been instrumental in transforming online engagement into a robust in-store presence. Tang pointed out that “if we could not achieve a strong retail extension, we would not have this success in terms of results.” The inherent challenge for brands thriving in the social media landscape is converting that popularity into actual market presence—a task only achievable through an omnichannel strategy.
The agility of Samyang America’s lean marketing team enables them to effectively ride the waves of viral moments, such as the Texas girl’s emotional experience. Yet, this success does not occur in isolation; Samyang’s collaboration with its headquarters in South Korea is vital for ensuring coordinated marketing efforts that maximize impact. With mutual support, both teams can navigate the competitive landscape of the food industry, capitalizing on marketing opportunities that resonate with consumers.
Harnessing the Power of Digital and Experiential Marketing
As consumer habits evolve, so too must marketing strategies. Samyang has recognized the need for a digital-forward approach, integrating consumer feedback into its marketing discourse. They are also engaging with innovative platforms across various retail media networks to reinforce their brand presence. Investing in experiential marketing has also proven advantageous as this approach has matured following a pandemic-induced hiatus. By re-establishing connections with consumers through in-person events and sampling opportunities, the brand has expanded its portfolio to include not just ramen but sauces, appealing to a broader market.
In late 2023, Samyang launched the “Splash Buldak” campaign featuring pop-up events in major cities like New York and Los Angeles. These events incorporated engaging experiences like mascot appearances and interactive activities, allowing consumers to exchange old take-out sauces for new Buldak Hot Sauce. Such creative experiences help bridge the gap between the brand’s online persona and real-world interactions, fostering loyalty and enhancing brand love.
However, not all moments have been celebratory for Samyang. The brand faced scrutiny when the Danish Veterinary and Food Administration issued a recall due to excessively high levels of capsaicin in certain varieties of Buldak. Rather than letting this setback define them, Samyang creatively revitalized their narrative by introducing the “Buldak Spicy Ferry” in Copenhagen upon lifting the ban—a strategic move aimed at reestablishing consumer trust and goodwill.
Samyang Foods’ approach embodies the intersection of genuine consumer engagement, innovative marketing strategies, and the resilience to adapt in the face of challenges. As Buldak ramen continues to capture the hearts—and taste buds—of a new generation, its story serves as a compelling case study for brands aspiring to create meaningful connections with their consumers in the ever-evolving landscape of marketing.