Inspection of Booth Operations
Event Participation and Tasting Activities
Enhancing Awareness of Buldak Brand Competitiveness
Kim Jeong-su, Vice Chairman of Samyang Foods, visited the United States as his first global on-site management activity of the year.
Samyang Foods announced on the 14th that Vice Chairman Kim Jeong-su visited the site of the 'Coachella Valley Music and Arts Festival (hereinafter Coachella)' held in Indio, California, USA, which opened on the 11th (local time).
Vice Chairman Kim inspected the operation status of the Coachella Buldak booth, established through the first official partnership between Samyang Foods and Coachella in Korea. He also experienced six participatory events set up at the festival and tasted foods paired with Buldak sauce. By communicating with Coachella officials, festival participants, and booth visitors, he enhanced awareness of the competitiveness of the Buldak brand.
At the Buldak booth operated at Coachella, world-renowned artists as well as famous celebrities personally visited and enjoyed various digital experiences. Many consumers also showed great enthusiasm by participating in Buldak sauce tastings.
At the Coachella site, Samyang Foods showcased the recently launched global campaign 'Rocket Hot, Ride the Buldak High' and the relaunched 'Buldak Sauce' as part of the campaign. The relaunched Buldak Sauce features a flame graphic symbolizing intense spiciness, along with a flame-shaped QR code that allows consumers to experience various content. Samyang Foods plans to accelerate digital transformation through the QR code-based interactive packaging and expand consumer experience by encouraging active participation from the global Buldak fandom.
Kim Nam-sook, Head of the Buldak Brand Division at Samyang Foods, said, "Vice Chairman Kim Jeong-su’s visit to the United States is the first global on-site management activity aimed at communicating with people from around the world attending the Coachella festival, promoting the competitiveness of the Buldak brand, and advancing beyond domestic number one to become the global number one hot sauce brand." She emphasized, "Following Vice Chairman Kim Jeong-su’s management philosophy and policy that on-site management is fundamental, he will visit the site whenever deemed necessary in the future."
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