2 weeks Ago By Kim Min-jee
Kim Jung-soo, Vice Chairman of Samyang Foods, visited the world-renowned music festival "Coachella Valley Music and Arts Festival" in California as part of his first global business initiative of the year, accelerating efforts to target the global market. On April 14, Samyang Foods announced that Vice Chairman Kim visited the Coachella festival, which is taking place in Indio, California, from April 11, where he personally inspected the operations of the "Buldak" booth, the company's flagship brand, and participated in on-site activities. This visit is part of Samyang Foods' key strategy for global brand expansion following the official partnership it established with Coachella, the first of its kind in South Korea.
At the Buldak booth, Kim participated in various interactive events and focused on enhancing the brand experience by sampling foods served with Buldak sauce. He also engaged with Coachella staff and attendees to strengthen connections with global consumers. During the first weekend (April 11-13), prominent artists and well-known influencers visited the Buldak booth, experiencing digital content while festival-goers formed long lines, demonstrating strong interest in the brand.
Through Coachella, Samyang Foods showcased its recently relaunched global campaign, "Rocket Hot, Ride the Buldak High," emphasizing a new brand identity for Buldak sauce. The packaging featuring intense flame imagery included QR codes, allowing consumers immediate access to digital content, which received a positive response on-site. With this initiative, Samyang Foods is moving forward with an "omnichannel marketing strategy" that encompasses not only product sampling but also digital content and offline experiences, planning to expand organic communication with global consumers.
“This visit by Vice Chairman Kim to the U.S. marks the beginning of a symbolic on-site management approach as Samyang Foods aims to become the global No.
1 hot sauce brand," said Kim Nam-sook, Head of the Buldak Brand. "We plan to continue meeting customers directly around the world to convey our brand value.”.
