Sourav Choudhary Through innovative marketing and direct consumer engagement, Samyang Foods’ Buldak ramen has become a culinary sensation among Generation Alpha in the U.S.
In a vivid illustration of brand-consumer connection, a TikTok video from Texas last year showcased a young girl moved to tears upon receiving Buldak’s carbonara ramen for her birthday. Seizing the moment, Samyang Foods orchestrated a Buldak-themed celebration at her home, complete with a custom pink truck and ample ramen supplies.
This incident exemplifies Samyang Foods’ dynamic marketing approach, propelling its Buldak ramen to the forefront of Generation Alpha’s preferences. Market research firm Numerator recently recognized Samyang as the top brand among U.S. Gen Alpha consumers, surpassing notable names like Owala and Fortnite.
Established in 1963 with South Korea’s first instant ramen, Samyang Foods has evolved into a global phenomenon. The company launched its U.S. affiliate in 2021, rapidly expanding its retail presence from under 10,000 stores in 2023 to over 22,000 by the end of 2024.
The brand’s success is deeply rooted in its agile marketing strategies and active consumer engagement. Beyond the Texas birthday surprise, Samyang has executed campaigns like the “Buldak Spicy Ferry Party” in Denmark and the “Splash Buldak” campaign, engaging tens of thousands globally and amplifying its social media footprint.
By blending bold flavors with innovative marketing, Samyang Foods has not only captivated Gen Alpha but also set a benchmark for brands aiming to resonate with younger, digitally native audiences.
