Samyang Round Square Sponsors LA Galaxy Opening Match... Accelerating US Market Expansion

Samyang Round Square and Buldak Ads Displayed on Stadium Billboards

Samyang Round Square announced on the 27th that it participated as a sponsor for the LA Galaxy's '2024 Major League Soccer (MLS)' home opener.

Samyang Round Square plans to accelerate its entry into the U.S. market, starting with the sponsorship of the match between LA Galaxy and Inter Miami CF held on the 25th. As part of this strategy, group advertisements and Buldak brand ads were displayed throughout the game on LED boards located around LA Galaxy's home stadium, Dignity Health Sports Park, including the highly visible scoreboard. Sampling kits consisting of Buldak Bokkeum Myun and Buldak sauce were also provided to the audience.

This match attracted significant attention as it was both LA Galaxy's 2024 MLS season opener and the first time Lionel Messi, a member of Inter Miami CF, visited LA Galaxy's home stadium. In fact, all 30,000 seats were sold out early, and the game was broadcast live nationwide in the U.S. via Apple TV and FOX. Additionally, famous figures such as Inter Miami CF owner David Beckham, British Prince Harry, and Kim Kardashian attended the match.

Samyang Round Square evaluates that through this marketing effort, it achieved simultaneous exposure and increased brand awareness for both the group brand and the Buldak brand across not only Los Angeles, where its U.S. subsidiary Samyang America is located, but throughout the entire United States. They analyzed that the marketing was able to be conducted on a large scale due to the increased popularity of MLS following Lionel Messi's transfer and the special nature of the LA Galaxy home opener.

A representative from Samyang Round Square stated, "This marketing campaign was prepared as part of our efforts to target the U.S. market, aiming to strengthen the status of the Buldak brand as well as enhance the recognition of Samyang Round Square. We will continue to advance as a global comprehensive food company through more diverse and efficient marketing activities."