In today’s digital age, the intersection of social media and consumer engagement has transformed how brands interact with their audience. A prime example of this phenomenon is Samyang Foods, a South Korean company best known for its popular Buldak instant ramen. The brand’s recent viral marketing efforts have not only fostered a strong community of loyal fans but also propelled its growth in an increasingly competitive market.
One striking instance of Samyang’s innovative marketing approach occurred when a young girl in Texas received a multipack of Buldak ramen for her birthday. The heartfelt reaction captured in a TikTok video quickly went viral, resulting in widespread attention. Samyang Foods capitalized on this moment by orchestrating a Buldak-themed birthday party for the girl, complete with a custom pink truck filled with her favorite ramen. This clever strategy went beyond traditional marketing—rather than merely advertising their product, Samyang sought to connect emotionally with its consumers.
According to Sarah Tang, the marketing director at Samyang America, this approach is integral to their strategy. “We try to build community with our audience—not just advertising. As much as they love us, we try to show our appreciation.” By engaging directly with fans and celebrating those moments that bring joy, Samyang has crafted a narrative that resonates deeply with its target demographic.
Consumer loyalty to Samyang’s Buldak brand is evident, especially among Generation Alpha—the demographic group born after 2010. Numerator recently crowned Buldak the top brand among this cohort, overshadowing competitors like Owala and Fortnite. This recognition underscores Samyang’s successful evolution from a niche Korean food brand into a household favorite among younger consumers who increasingly seek out spicy flavors.
The company’s U.S. affiliate launched in 2021, marking a pivotal year for its expansion efforts. By partnering with major retailers like Costco, Walmart, and Target, Samyang has successfully increased its market presence, moving from fewer than 10,000 stores to over 22,000 in just two years. Tang highlights the necessity of a robust retail strategy: “If we could not achieve a strong retail extension, we would not have this success in terms of results.”
Samyang’s marketing strategy emphasizes an omnichannel approach, recognizing the importance of both digital engagement and physical retail presence. Although Samyang’s marketing team is relatively small, its agility allows for quick responses to viral trends. The company collaborates closely with its headquarters in South Korea, ensuring that local marketing efforts align with global strategies.
The brand’s investment in digital platforms is notable. By creating a brand-owned space to gather consumer feedback and foster community engagement, Samyang is not just addressing immediate consumer needs but also building long-term loyalty. Tang is optimistic about this evolving strategy, stating that “brands that are very popular in the social world… it’s hard to make it in real life without an omnichannel strategy.”
In addition to leveraging viral moments, Samyang has embraced experiential marketing to deepen consumer connections. After a brief hiatus due to the pandemic, the brand has reinvigorated in-person activations. Programs like “Splash Buldak,” which launched in major cities such as New York and Los Angeles, feature mascot appearances and interactive pop-ups. These events not only drive brand awareness but also facilitate product sampling, effectively moving consumers beyond just ramen into new products such as Buldak Hot Sauce.
Another example of Samyang’s creativity in experiential marketing emerged in response to a product recall last year in Denmark due to safety concerns over capsaicin levels. Rather than facing negative backlash, Samyang turned the situation into a celebratory event by introducing the “Buldak Spicy Ferry,” a fun initiative that invited consumers to rejoice as the products returned to the shelves. This strategic move highlights the brand’s ability to not only address challenges but also transform them into opportunities for connection and joy.
Samyang Foods exemplifies how a brand can effectively leverage viral moments and strategic marketing to build a strong community and achieve notable growth. By engaging with consumers on an emotional level, employing an omnichannel strategy, and investing in experiential marketing, Samyang has not only fostered strong loyalty among younger demographics but has also positioned itself as an innovative leader in the food industry. As the company continues to evolve and expand, it serves as a benchmark for other brands looking to navigate the challenging landscape of modern consumerism.