Getting spicy with super fans in untapped markets.
A TikTok video featuring a young girl’s reaction to receiving Buldak ramen went viral. To capture the viral momentum, Cheil & Samyang Round Square organized a surprise party for the 9-year-old girl, gifting her a year’s supply of Buldak ramen. The event was produced and shared on Samyang’s TikTok, while Lina, the creator of the original video, also posted her perspective, amplifying the reach.
The surprise party content garnered over 7 million views on Samyang’s TikTok, significantly boosting the brand’s visibility. Lina’s posts drove an additional 30 million views, highlighting the campaign’s success in creating emotional, shareable content that resonated deeply with the audience.
