A viral TikTok video featuring a Texas girl receiving her favorite Buldak ramen for her birthday led Samyang Foods to create a custom delivery and themed party for her. This event underscores the brand's commitment to engaging with consumers beyond traditional advertising. Recently named the top brand among Gen Alpha, Samyang's growth from a niche Korean food company to a mainstream favorite illustrates its strategic expansion in U.S. retail, from under 10,000 to over 22,000 stores, enhanced by its marketing efforts and an omnichannel strategy.
This activation was an example of engagement with our fans. We try to build community with our audience - not just advertising.
Numerator recently named it the top brand in the U.S. among Gen Alpha, calling it 'a cultural and culinary phenomenon'.
Samyang was in less than 10,000 stores; by the end of last year, it was in more than 22,000.
Brands that are very popular in the social world... it's hard to make it in real-life without an omnichannel strategy.
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