Confined to the world of consuming spicy food, our target audience sought a more playful experience with heightened spiciness. Buldak, much like music, takes on various forms depending on how it is 'played,' and who engages with it. Beyond the mere heat, we aimed to introduce Buldak as a new source of enjoyment, akin to another form of play. The goal was to encourage our audience to perceive Buldak as a plaything, allowing them to incorporate it into their own style and create thousands, if not millions, of novel experiences. We wanted individuals to seamlessly embrace the playful culture surrounding Buldak, seeing it as a natural extension of their own enjoyment

What would it taste like if you added spicy flavor to Music? Buldak collaborated with the hottest artists in each field. We partnered with a globally composed idol group, renowned composers, and Korea's number one choreographer. Through this collaboration, Buldak, symbolizing spiciness, has transformed into content that goes beyond the sense of taste, becoming something you can hear, see, and experience. If you're curious about what spicy sounds like, just listen to our hottest music. But be careful, Just hearing it will make you break into a cold sweat from the spicy taste.

Play Buldak! the music created with the theme "Play fun with Buldak," is Mixed to K-pop music and challenges. The repetitive nature of the music mirrors the process of challenging and becoming addicted to the spiciness, leaving a lasting impression on the consumers. We crafted the music with easy lyrics and melodies, making it easily replicable. The distinctive voices of the idols were realized with high quality, as if they were singing the original song

The campaign targeted the young MZ generation in Asia who enjoy K-pop, primarily consuming content on personalized mobile devices. To effectively reach them, we allocated the majority of the budget to digital channels. Additionally, as a sub-medium, we utilized outdoor media playing music and organized events in large shopping malls, drawing people's attention through music and dance.

Over the course of approximately a month, we utilized various channels during the challenge. In the early stages, we actively employed both digital and outdoor media to secure popularity and utilized influencers to boost the campaign. As it progressed into a stable phase, we focused on curating a diverse range of user-generated and brand content, ensuring the richness of material. Simultaneously, we put effort into establishing a sense of connection with the target audience and worked towards conveying the brand's spirit and philosophy.

The number of participants in the event is 50K. We achieved 60M views and 9.8K followers on owned media. On earned media, we achieved 93M views. Our brand has become synonymous with a playful culture for consumers