When Buldak set out to launch Korea’s favorite hot sauce in the boldest way possible, we brought the heat to the most euphoric event in America—Coachella. Festival-goers were invited to Ride the Buldak High, a full-sensory experience that brought the sauce’s endorphin-spiking kick to life. Fans tasted the high with Buldak-infused ice cream and popcorn, then tested their spice endurance against superstar GloRilla in a live TikTok duet challenge. Finally, they were literally launched into the air—higher and higher with every level of heat. With 300,000 samples, 15,000 launches, and waves of social buzz, Coachella truly felt the Buldak High—and America was officially hooked.

EVENT BY NUMBERS

VISITORS: 27,860
SAMPLES: 107,880
SOCIAL MEDIA IMPRESSIONS: 761 M+
NEWS MEDIA IMPRESSIONS: 884 M+
LAUNCHES: 6,013
VIEWS: 750 M+
LIKES: 160 M+

CW: Jessica Rodriguez
AD: Sofia Gomez