Buldak is Korea's #1 hot sauce. But in the U.S.? Nobody knew what it was. The brief was simple: launch big, make noise, make people feel something beyond just heat. We called it The Buldak High.

We needed a stage that matched that energy, so we launched at the most euphoric place on earth” Coachella. We built out a full experience for the brand with Buldak Ice Cream, Buldak Popcorn, a live activation with GloRilla doing spice duets on TikTok. Then we strapped people into the Buldak Launch Chair. Hotter the sauce you picked, the higher you flew. Literally.

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