"Buldak" made it...Samyang Foods tops U.S. Alpha generation brand preference

Cardi B, a famous American rapper, made headlines by posting a video of him eating spicy chicken noodles on social media.

Samyang Foods has been selected as the best brand favored by the American Alpha generation (born in early 2010 to mid-2020).

Numerator, a global market research firm, said on the 16th that it has selected "Samyang" as the number one brand preferred by Alpha Generation last year.

Numerator, a large U.S. research company, is conducting consumer research analysis based on a panel of more than 1 million people. △Family penetration rate △Sales growth rate △Social buzz volume, etc. will be ranked.

Samyang Foods has been found to have a large impact on the Alpha generation, focusing on social media and digital marketing. "Samyang ranked at the top along with Melinda (Hot Sauce) and Hui Pong Food (Sri Racha Sauce) thanks to TikTok's viral effect of the 'Buldak Challenge'," Numerator explained.

Samyang Foods ranked fourth in Numerator's "fastest-growing brand" survey.

Samyang America, the U.S. subsidiary of Samyang Foods, achieved $190 million (about 280 billion won) in sales in the first three quarters of last year, up 126% from the previous year. Sales in the third quarter alone exceeded the total sales of 2023 (about 160 billion won).

It is analyzed that social media (SNS) strategies were effective in the spread of spicy chicken stir-fried noodles. In particular, when a video of a girl crying after receiving a carbonated chicken stir-fried noodles as a birthday gift in May last year exceeded 100 million views on TikTok, Samyang Foods held a surprise party to visit the house and deliver the gift.

In addition, the "Buldak Spy Ferry Party" held after the lifting of the Danish recall measures and the "Splash Buldak" campaign, which involved about 40,000 people in five cities around the world, also received attention online.

An official from Samyang Foods said, "The marketing strategy of communicating with consumers has received a good response, leading to the voluntary spread of the global alpha generation."