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Uzone.id – Samyang Foods is the first South Korean company to partner with the famous music festival, Coachella. The food giant has made Samyang Foods the only partner for hot sauce and ramen at Coachella.
Samyang Foods’ Buldak booth will be present from April 11 to 20 in Indio, California. It is precisely located in front of the Central Market and is ready to open throughout the festival. Later, visitors can try different dishes that include buldak sauce. This sauce is one of the most popular items made by this company.
Visitors who come can also buy Buldak Bokkeum Myeon and Buldak sauce which will be provided at the stand. This step is not only aimed at increasing sales, but also introducing Korean culinary culture during the festival.
Not only present at the festival, Samyang Foods will also color the exclusive VIP lounge backstage at Coachella. Top artists, celebrities, and influencers can enjoy iconic dishes and barley sauces without the need for long queues outside.
Through this partnership, this brands aims to expand market awareness of Buldak sauce. Samyang Foods is also optimistic that this partnership can strengthen Buldak’s status as a global mega brand.
How did Coachella help to become a global mega brand?
Coachella is a legendary music festival that features some of the biggest names in the music industry. Here, new musicians to legends can meet, even perform together on stage.
The Coachella stage often lets musicians share new songs and surprise collaborations. It creates iconic moments that go viral on social media.
Coachella is not just an ordinary festival. It is a cultural event with art installations and a fashion show for visitors. Here, everyone can express themselves through their own clothes and styles.
For all the reasons already mentioned, Coachella is the perfect moment for Samyang Foods to expand them even further. This partnership is a big step for Korean food brands in the global market. It shows that buldak is not just a popular hot sauce online, but also a global food.
On the other hand, Samyang Foods’ partnership with Coachella is proof of the growing influence of the Hallyu wave in the global realm.
Growth year over year
The partnership between Samyang Foods and Coachella is not just a memorable culinary experience, it is a strategic and bold step from the food giant. In 2020, Samyang Foods has shown proud growth. It was recorded that Samyang Foods’ sales grew by 30% to become an international sensation.
Then, most recently, Samyang Foods managed to become the most profitable instant noodle in Korea in 2024. According to the company’s financial statements, Samyang Foods’ revenue for 2024 reached 1.73 trillion won ($1.19 billion), up 45 percent from 2023.
During the same period, operating profit jumped 133 percent to 352.27 billion won from 147.5 billion won with its operating margin reaching 19.9 percent. The figure was surprising because most food companies in Korea reported operating profit margins of around 5 percent. This is the first time the company has posted an operating profit of more than 300 billion won.
What makes this brand truly famous globally?
Samyang Foods is an international phenomenon. Their noodles have a unique spicy taste. Coupled with various other unique variations such as carbonara, cheese, and yakisoba. Samyang Foods’ products are widely sold in Japan, the US, Southeast Asian and European markets.
One of the factors that makes Samyang truly a global product is because the company has managed to become an icon on social media. Starting from challenges on YouTube, various unique recipes to enjoy buldak on TikTok, to various tempting photos and videos spread on Instagram.
So far, the trend of eating spicy noodles has not shown signs of slowing down, along with Samyang Foods which continues to innovate with new flavors, special releases, and collaborations. Samyang Foods’ impact that extends out of Korea has succeeded in establishing them as a global food icon.
