Seoul, South Korea - Samyang Foods, the South Korean food company famous for its fiery Buldak Bokkeummyeon (spicy chicken ramen), is expanding its reach beyond instant noodles with a global campaign focused on its Buldak sauce. The company believes that the versatility of the sauce, which can be used in a variety of dishes, presents a significant growth opportunity.

Samyang Round Square, the holding company of Samyang Foods, announced that its global marketing campaign, "Splash Buldak," attracted approximately 40,000 visitors over a month-long period. The campaign, which aimed to popularize the Buldak brand worldwide, was held in major cities including New York, Shanghai, Dubai, and London.

A key highlight of the campaign was the "Sauce Exchange" event, where participants could exchange their leftover sauces for a new bottle of Buldak sauce. Over 42,000 bottles of Buldak sauce were distributed during these events. Additionally, the company's mascot, "Hochi," toured the cities, distributing another 28,000 bottles of sauce.

Samyang Round Square has been aggressively marketing Buldak sauce, including a recent billboard campaign in New York's Times Square. The company believes that while instant noodles like Buldak Bokkeummyeon remain a core product, the global sauce market presents a significant growth opportunity.