Buldak builds on viral streak with ‘Hotter Than My Ex’ campaign

Buldak isn’t chasing trends – it’s setting them on fire.

The viral Korean spicy noodle brand has launched “Hotter Than My Ex,” a bold, tongue-in-cheek campaign that taps into confidence, glow-ups, and unapologetic self-love, reinforcing Buldak’s reputation as one of the most culturally fluent brands in food today.

Launched during Valentine’s Day, the campaign reframes the season as less about traditional romance and more about independence and self-love – a message that has increasingly resonated with Gen Z audiences.

Anchoring the campaign is a buzzy pop-culture collaboration with K-pop’s authentic new wave,      BOYNEXTDOOR, who teamed up with Buldak on a fiery remix of their hit song “Earth, Wind & Fire.” Reimagined for 2026, the “Hotter Than My Ex Version” doubles as an anthem for singlehood and self-worth, positioning Buldak at the intersection of music, fandom, and food.

The message then carries straight to shelves with limited-edition “Hotter Than My Ex” packaging for Buldak’s signature Original Big Bowls. Dressed in fire-engine red, the packaging leans fully into the brand’s irreverent, no-apologies personality, designed to engage fans in-store and across social feeds alike.

Buldak adds extra fuel to the campaign with social-first fan challenges and digital content throughout February, inviting consumers to tap into the “Hotter Than My Ex” mindset and join the movement online, further amplifying the brand’s viral momentum.

The launch underscores Samyang’s sharp marketing strategy, as the company continues to transform Buldak from a cult pantry staple into a full-fledged pop-culture brand driven by internet fluency, fandom, and fearless storytelling.

“This campaign reflects how Buldak continues to connect with consumers through culture and creativity,” said Youngsik Shin, CEO of Samyang America. “Confidence, humor and boldness have always defined the brand, and ‘Hotter Than My Ex’ brings that spirit to life.”

The limited-time “Hotter Than My Ex” Big Bowls, priced at $2.77 each, are available via Walmart, H Mart, and TikTok Shop through February, highlighting Samyang’s continued focus on social-first retail and digital discovery – a strategy that has helped fuel Buldak’s rapid growth in the U.S. 

The campaign builds on a string of culturally fluent moves from Buldak, which has leaned into irreverent social media posts, viral challenges, and high-profile moments, including a notable presence at Coachella 2025, helping the brand cultivate fervent fan loyalty well beyond the grocery aisle.

As consumers continue to redefine how – and why – they celebrate cultural moments, Buldak’s latest campaign positions the brand squarely in the conversation.

With “Hotter Than My Ex,” Samyang once again shows how Buldak has become a consistently viral business success, proving that in today’s market, originality – with a splash of spice – still sells.

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