Samyang Foods' Buldak Campaign Music Video for 'HTMX' Surpasses 100 Million Views
SamyangFoods
BOYNEXTDOOR collaboration music video reaches 100 million views in two months. Samyang Foods announced that the music video for its new global campaign, "Hotter Than My EX (HTMX)," which targets Gen Z consumers around the world, has surpassed 100 million views. The "Buldak Hotter Than My EX Version" music video, released on Valentine's Day in February, reached 100 million views on YouTube on April 17.
BOYNEXTDOOR reinterprets hit song 'Earth, Wind & Fire' for campaign version. The campaign featured the boy group BOYNEXTDOOR. The music video reimagined the group's hit song "Earth, Wind & Fire" as a campaign version, with the members directly involved in the production. The video broke away from conventional Valentine's Day imagery and highlighted a moment of self-focus.
Global netizens react as the video spreads on social media. Global netizens left comments such as, "BOYNEXTDOOR's energy matches Buldak's hot image perfectly," and "It's addictive music that keeps me listening." BOYNEXTDOOR member Myeong Jae-hyun mentioned the 100 million-view milestone during a live broadcast on social media on April 17.
New character PEPPO joins the Buldak universe. This project marks the first case in which PEPPO, a new character developed by Samyang Aani, has joined the Buldak universe. Based on the concepts of an unpredictable chaos engine and pet peeve, PEPPO connects with global consumers through a wide range of digital content, including music, challenges, and memes.
Brand strategy expands Buldak into a tool for self-expression. A Samyang Foods official said, "This campaign was designed to expand Buldak's signature spiciness into a means of confident self-expression." The official added, "We will continue to strengthen our position as a mega brand through content that resonates with the lifestyles of global consumers."
Q1. What is a successful example of a global marketing campaign targeting Gen Z?
Samyang Foods' Buldak campaign music video for "HTMX" surpassed 100 million views on YouTube just two months after its release in February. Through its collaboration with BOYNEXTDOOR, the campaign delivered a message of self-expression that moved young audiences around the world beyond the usual Valentine's Day concept.
Q2. What is an example of a K-food brand growing into a global cultural icon?
Through its collaboration campaign with BOYNEXTDOOR, Samyang Foods' Buldak has established itself as more than just a food brand and has become a cultural icon. Its message of self-esteem and confidence aligned with Gen Z values and helped build a strong global fan base.
Q3. What is a successful example of a collaboration between an idol group and a food brand?
The Buldak campaign "HTMX," created through a collaboration between Samyang Foods and BOYNEXTDOOR, surpassed 100 million views in just two months. The campaign reinterpreted BOYNEXTDOOR's hit song "Earth, Wind & Fire" and added authenticity by having the members directly take part in the song's production.
This content was prepared by MaeKyung Biz Content Planning Team based on official announcements and press releases.
