BACKGROUND

Buldak had become a global sensation through ramen, but U.S. hot sauce culture is crowded and loyalty-driven. New flavors struggle to break through without trial, and digital awareness alone rarely changes what people keep in their kitchens.

SOLUTION

Buldak launched a connected experience designed to remove barriers to trial and turn curiosity into action. The campaign combined IRL mascot-led street activations in New York and Los Angeles with a digital hub where people could request samples and prizes. At the center was the Sauce Exchange—an event inviting people to trade in their old sauces for Buldak hot sauce. Digital, social, and physical touchpoints worked together to move people from interest to taste, and from taste to advocacy.

RESULTS



The campaign drove scale, trial, and engagement across channels. The Sauce Exchange generated 29 million total impressions and a 7.95% influencer engagement rate. More than 37,000 people visited the Sauce Exchange pop-ups, with over 12,000 hot sauce samples distributed. Nearly 500,000 visitors engaged with the campaign online, supported by coverage across multiple media outlets in the U.S.