SOCIAL / INFLUENCER PARTNERSHIP / EVENT
Buldak
Sauce Exchange
Swapping bland for bold.
Buldak, the cult Korean noodle brand behind the viral spicy instant ramen, was ready to fire up the UK, a nation known for playing it safe with sauces.
To introduce the country to Buldak's bold flavours, we launched the Sauce Exchange. A fiery stunt at BOXPARK Shoreditch where people traded in their bland condiments for something bolder.
Buldak didn’t just show up. It showed off.
Hochi the Fire Chicken led the charge, with influencer hype, teaser content, and spicy snacks driving queues and clicks.
Something hot is coming.
Teaser videos launched on Buldak's own Instagram and TikTok channels featured Hochi dropping clues and stirring up mischief to build anticipation for the Sauce Exchange.
London felt the burn.
We engaged 5 Content Creators, created 24 organic posts on Instagram and TikTok, and got a combine reach of 3.47M views + 1,214,542 impressions.
The pre-event teaser content saw a 2.35M combined organic views, 40% more views than other countries’ pre-event teaser content for the same campaign.
Credits
Client — Samyang Foods
Agency — BMB Agency x Cheil Worldwide
© Pimwadee Lai