Buldak “Hotter Than My Ex” Campaign (4M Case Study)

Mission

To increase brand visibility and promote Buldak’s spicy noodle products among younger audiences through viral and entertaining digital campaigns.

Market

The campaign targeted Gen Z consumers and K-pop fans who actively engage with viral food trends and social media challenges.

Message

The campaign emphasized the intense spice and excitement of the noodles with the bold tagline “Hotter than your ex,” creating a fun and relatable hook for younger audiences.

Media

The campaign used TikTok challenges, Instagram reels, influencer marketing, and celebrity collaborations with K-pop artists to spread the trend globally.

Outcome

The viral campaign boosted brand recognition worldwide, increased online engagement, and helped Buldak noodles become a global spicy food trend.