Samyang: The Favorite Brand of Gen Alpha in Instant Ramen

Last year, a heartwarming video on TikTok showcased a young girl from Texas joyfully unwrapping her birthday gifts. Among the surprises, one particular present stood out: a pink multipack of her beloved instant ramen, the Buldak carbonara variety. This touching moment captured the attention of the internet, and soon after, Samyang Foods, the brand behind Buldak, seized the opportunity to further engage with its audience. Within a month, they orchestrated a memorable experience by delivering a Buldak-themed birthday party—complete with a substantial supply of ramen—right to the young girl’s doorstep in a custom pink truck, creating a moment that resonated widely across social media.

“This activation exemplifies our commitment to engaging with our fans,” stated Sarah Tang, the marketing director at Samyang America. “We strive to cultivate a community around our brand rather than just focusing on traditional advertising. We recognize and appreciate the love our fans have for us, and we aim to reciprocate that affection in meaningful ways.” This approach not only fosters brand loyalty but also enhances the overall consumer experience, ensuring that fans feel valued and connected to the brand.

The enthusiasm for Samyang and its Buldak products is palpable. In fact, Numerator recently recognized Samyang as the leading brand in the U.S. among Gen Alpha, labeling it “a cultural and culinary phenomenon” for this generation, which includes those born from 2010 onwards. This impressive ranking places Samyang above notable brands such as Owala water bottles, Dr. Squatch soap, and Fortnite, highlighting the brand’s widespread appeal and significance among younger consumers.

This recognition affirms the efforts of Samyang, which introduced South Korea’s very first instant ramen in 1963. Over the years, the company has successfully expanded its reach from being a niche Korean food brand to becoming a favorite among younger consumers, who are increasingly drawn to spicy flavors and unique culinary experiences. The launch of its U.S. affiliate in 2021 marked a pivotal moment in the brand’s journey, as it aimed to elevate its presence in major retail outlets like Costco, Walmart, and Target.

By the end of 2023, Samyang had expanded its presence from fewer than 10,000 stores to over 22,000, demonstrating its remarkable growth trajectory. The establishment of a dedicated marketing team just over a year ago has played a crucial role in transforming viral interactions into tangible retail success. “If we could not achieve a strong retail extension, we would not be experiencing such success,” Tang explained. “It’s challenging for brands that are popular online to translate that into real-life success without a comprehensive omnichannel strategy.”

Harnessing Brand Loyalty Through Innovative Marketing Strategies

The marketing team at Samyang America is both nimble and efficient, allowing the brand to swiftly capitalize on viral trends like the touching moment with the Texas girl. However, they also maintain a strong collaborative relationship with their headquarters in South Korea, ensuring that they have the necessary resources to support their marketing initiatives. “Without their backing, we wouldn’t have the capacity to execute these activations since we are still a relatively small organization,” Tang shared. “Our close collaboration fosters a cooperative approach to our marketing operations, enabling us to maximize our impact.”

Samyang is also making significant investments in digital marketing as part of a comprehensive omnichannel strategy, including the development of a brand-owned platform that consolidates consumer feedback and brand engagement. In addition, the company is exploring emerging channels that are gaining traction, particularly in the realm of Connected TV (CTV) and working to enhance its visibility on retail media networks operated by major players like Walmart, Target, and Kroger.

Moreover, the brand has embraced experiential marketing, a strategy that has seen a resurgence following the pandemic’s peak. By enhancing sampling experiences through in-person events, Samyang is successfully branching out from instant ramen into the sauce market as well. In October and November, they rolled out a series of exciting activations in cities like New York and Los Angeles as part of their “Splash Buldak” campaign, which featured mascot appearances and “sauce exchange” pop-ups that encouraged consumers to trade in their old take-out sauce packets for complimentary Buldak Hot Sauce.

Experiential marketing has also proven invaluable in addressing viral moments, even those that are less positive than the heartwarming story of the young girl. For instance, last June, the Danish Veterinary and Food Administration issued a temporary recall of several Buldak varieties, citing excessive levels of capsaicin—the compound responsible for the spiciness of peppers—potentially posing a risk to consumers. Following the lifting of the ban on two of the affected products, Samyang celebrated their return by launching the “Buldak Spicy Ferry” in the scenic harbor of Copenhagen, creating a memorable experience for Danish consumers.

“This was a strategic move to reshape the narrative,” Tang explained. “We aimed to navigate the situation with a lighthearted approach following a regulatory challenge and also to reaffirm our commitment to our customers, emphasizing that we care about them just as much as they care about us.”