Samyang Foods Selected as Top Brand Preferred by Alpha Generation in the U.S.

The Largest U.S. Market Research Firm Announces Last Year’s Results
"Significant Impact of Social Media and Digital Marketing"

Samyang Foods has been selected as the ‘Top Brand Preferred by the Alpha Generation in the U.S. in 2024.’

On the 16th, global market research firm Numerator reviewed the brands loved by consumers over the past year and named Samyang as the number one ‘Top Brand Preferred by the Alpha Generation (born early 2010s to mid-2020s).’ Numerator is one of the largest research companies in the U.S., providing market insights by integrating data on brands, marketing, products, and sales.

Samyang Foods Splash Buldak Campaign. Provided by Samyang Foods

Numerator ranked the brands based on factors such as ▲household penetration ▲sales growth rate ▲social buzz volume, and described Samyang Foods as having “a more prominent influence on the Alpha Generation through social media and digital marketing.” Other brands in the ranking included ▲popular U.S. tumbler brand ‘Owala’ ▲natural soap ‘Dr. Squatch’ ▲online game ‘Fortnite’ ▲fruit ice cream ‘Jonny Pops,’ among others.

Samyang Foods also ranked 4th in Numerator’s ‘Fastest Growing Brands’ category. Numerator explained, “Samyang, along with Melinda (hot sauce) and Hui Phong Food (Sriracha sauce), ranked high thanks to the viral effect of TikTok’s ‘Buldak Challenge.’”

In fact, Samyang America, the U.S. subsidiary of Samyang Foods, achieved sales of approximately 280 billion KRW (190 million USD) in the first to third quarters of last year, a 126% increase compared to the previous year. Sales in the third quarter alone far exceeded the total sales for 2023 (about 160 billion KRW). This reflects the fact that Buldak Bokkeum Myun has established itself as an ‘irreplaceable product’ with its deliciously spicy flavor, as well as strengthened listings in major retailers such as Walmart and Costco.

Additionally, Samyang Foods analyzed that their global marketing strategy of directly engaging with consumers and then naturally spreading through social media was effective. A representative example is when a video of a girl crying with joy after receiving Carbo Buldak as a birthday gift surpassed 100 million views on TikTok, prompting Samyang to visit her home and hold a surprise party to deliver gifts in person.

Furthermore, campaigns such as the ‘Buldak Spicy Ferry Party’ held after the lifting of the Denmark recall, and the ‘Splash Buldak’ campaign involving about 40,000 participants across five cities worldwide, received positive responses on TikTok, Instagram, and other platforms. Samyang Foods identified these as key factors in the survey results.

A representative from Samyang Foods stated, “Our marketing strategy of communicating with consumers has received a good response, leading to spontaneous social buzz among the global Alpha Generation. We plan to continue various activities to target the global market moving forward.”