Samyang Foods Partners with Music Festival 'Coachella'

Official Partner of Coachella and Exclusive Partner in Hot Sauce and Ramen Categories
Participatory Events to Be Held at Indio Central Market and More

Samyang Foods announced on the 6th that it has signed an official partnership with the Coachella Valley Music and Arts Festival, held in Indio, California, USA, from the 11th to the 20th of next month, becoming the exclusive partner in the hot sauce and ramen categories.

Samyang Foods plans to set up a Buldak booth in front of the Indio Central Market within Coachella. Visitors will be able to experience Buldak sauce through various participatory events and taste a variety of foods paired with Buldak sauce. Additionally, Buldak sauce will be featured throughout Coachella, including in a VIP lounge visited by artists and influencers, and Buldak Bokkeum Myun and sauces will also be sold at the festival.

Through this official Coachella partnership, Samyang Foods aims to strengthen market awareness not only of Buldak Bokkeum Myun but also of Buldak sauce. In fact, sales of Samyang Foods’ sauces have increased by more than 30% annually since the 2020s, and the overseas sales ratio (as of 2023) has exceeded 40%.

Jeon Byung-woo, Chief Strategy Officer of Samyang Round Square, said, "We plan to continue showcasing various activities that directly communicate with global consumers centered on the Buldak brand, including Buldak sauce and stir-fried noodles."

Meanwhile, Coachella is a world-renowned music and arts festival held in California, USA, and a leading event that drives global culture and trends. Musicians from various genres such as rock, hip-hop, and electronic participate, and hundreds of thousands of spectators visit Coachella every year to enjoy the festival.