Posted by They’re the top ramen among Gen Alpha. The instant noodle brand known as Buldak has quickly become a fan favorite of consumers born between 2010 to 2024. But how did parent company Samyang garner such a loyal following in a brief time?
The love for Buldak products is real. The market research company, Numerator, recently named it the top brand in the US among Gen Alpha, and went so far as to call it a “cultural and culinary phenomenon” in this demographic. Its popularity outranked other leading products widely embraced by Gen Alpha, including Owala water bottles, Dr. Squatch soap, and even Fortnite.
The growth is real as well. In 2021, Samyang launched its Buldak affiliate in the US, and aimed to raise the brand’s profile at major retailers like Costco, Walmart and Target. In 2023, they were in fewer than 10,000 stores, but by year-end 2024, the favored ramen appeared in more than 22,000 stores across the country. Just a little over a year ago, a small marketing team was commissioned to handle US engagement and since that time has made an impressive footprint.
What’s their secret recipe? Sarah Tang, who is the marketing director at Samyang America, said it revolves around “engagement with our fans.” Tang said, “We try to build community with our audience – not just advertising. As much as they love us, we try to show our appreciation.”
Their interpretation of building community has relied heavily on experiential advertising and splashy, high visibility pop-up events. An example was making a surprise appearance at a young girl’s birthday party in Texas, complete with a pink van wrapped in theme décor, plenty of pink wrapped boxes chock full of ramen varieties, and an appearance by the brand’s mascot.
In another brilliant twist of positive spin, the company hosted an event in Denmark after some products were recalled from the nation’s markets for being considered too spicy, citing potentially dangerous levels of capsaicin, which is the naturally occurring compound found in hot chiles.
Coined “the spiciest ferry ride of all time,” the ramen maker hosted a dance party in Copenhagen’s harbor, inviting riders to join the party boat that served up spicy ramen dishes with an assortment of toppings, spicy drinks, “spicy” airbrushed tattoos, musical festivities, and fire-breathing performers. After further testing last year, Denmark lifted the ban on certain varieties of the ramen.
“It was a strategic move to break the narrative,” Tang said. “We tried to play in a [fun] way after a regulatory challenge and also reaffirm that we care about you as much as you care about us.”
Samyang is also eyeing digital investment as part of an omnichannel advertising strategy, tapping into CTV, and looking to increase their presence in retail media owned by Walmart, Target, and Kroger.
The instant sensation their products have become in the US shows the strategy is working. Where will the top ramen of Gen Alpha go from here and will marketers maintain the momentum? Read more here.