On the 6th, Samyang Foods announced that it has entered into an official partnership with the world-renowned music festival "Coachella Valley Music and Arts Festival."
According to Samyang Foods, it has become the exclusive partner in the hot sauce and ramen categories at "Coachella," which will be held in Indio, California, from April 11 to 20. Samyang Foods is the first domestic corporation to establish an official partnership with Coachella. Coachella is a major music festival held in California, featuring a variety of genres, including rock, hip-hop, and electronic music, attracting hundreds of thousands of visitors each year.
Samyang Foods plans to set up a Buldak booth in front of the Indio Central Market at Coachella. Visitors will have the opportunity to experience Buldak sauce through various interactive events and taste several dishes paired with Buldak sauce. Additionally, a VIP lounge for artists and influencers will be included, and Buldak sauce will be available throughout Coachella, with plans to sell Buldak fried noodles and sauces at the festival.
Through the official partnership with Coachella, Samyang Foods aims to increase market awareness of Buldak sauce, which is emerging as a new hit product, as well as Buldak fried noodles. Sales of sauces by Samyang Foods have increased by more than 30% each year since the 2020s, with overseas sales accounting for over 40% as of 2023.
Jeon Byeong-woo, the strategic director of Samyang Round Square, noted, "As we participate as an official partner in the world's largest popular music festival called 'Coachella,' we expect to further solidify the status of Buldak, which has established itself as a global mega brand," and added, "We plan to showcase various activities that directly engage global consumers, centered around the Buldak brand, including Buldak sauce and fried noodles."