Samyang, the maker of Buldak instant ramen, has rapidly expanded in the U.S. thanks to Gen Alpha—and the brand is paying attention.
It’s working with a lean marketing team, but they’re agile enough to capitalize on social media engagement with real-world activations, while collaborating closely with headquarters in South Korea.
Numerator recently named Samyang ahead of Gen Alpha favorites like Owala, Dr. Squatch, and even Fortnite.
Case in point: When a TikTok video of a Texas girl tearfully receiving Buldak ramen as a gift went viral, Samyang threw her a whole Buldak-themed party. All the noods arrived in a custom pink van the team designed just for the occasion.
That kid is gonna be brand loyal for life.
