"Hotter than your ex?" A Complete Summary of the Buldak X BOYNEXTDOOR Advertising Concept and Targeting Strategy
Hello! Today, we'll be taking a deep dive into the global "Hotter Than My EX" campaign from the Samyang Foods Buldak Bokkeum Myeon x BOYNEXTDOOR brand, the original K-Spicy brand that captivated taste buds around the world.
"Hotter than my ex?"
This provocative and witty tagline compares the intense spiciness of Buldak Bokkeum Myeon to the "heat of a past love." Featuring KOZ Entertainment, a subsidiary of HYBE, as its models, the campaign has garnered a passionate response from global fans since its release.
Why did Samyang Foods choose them, and what meticulous planning lies behind this unconventional concept? Let's take a closer look at this ad, which exemplifies the perfect blend of K-food and K-pop marketing.
🔥 1. Concept & Message: Forgetting a Breakup with Spicy Flavor? The campaign's title, "Buldak's Heat, Hotter Than My EX," is ambiguous and accurately resonates with Generation Z.
The Aesthetics of Metaphor: "EX" (ex-lover) typically symbolizes a passionate love or the post-breakup rage (hwabyeong). The ad conveys the message that "the spiciness of Buldak is hotter and more intense than any emotional heat." In other words, the act of eating Buldak is not simply a meal, but a tool for catharsis, relieving stress and the pain of a breakup.
Wit and Empathy: Expressions like "spicier than my ex" are often found in American teen dramas and TikTok memes. This demonstrates Buldak Bokkeum Myeon's understanding of the global Gen Z play culture, extending beyond Korea.
🚪 2. Model Strategy: The Friendly Spicy Flavor of Boys Next Door
Buldak Bokkeum Myeon's choice of Boy Next Door can be found in their group name and identity.
Friendliness (Boy Next Door): As the name suggests, Bonekdo aims to be a "friendly, playful friend," rather than a flashy, unattainable idol. Buldak Bokkeum Myeon is also a "friendly brand" that anyone can easily buy at a convenience store and enjoy challenges with friends. These two brands' accessibility perfectly align.
Kitsch and Free-spirited Energy: The members in the commercial are sweating profusely, enjoying Buldak, running around and dancing. Bonekdo's signature free-spirited and hip energy visually maximizes the "Fun & Crazy" mood that Buldak strives for.
Rising Star Growth: By featuring rising stars who are just beginning to expand their global fandom, rather than stars who have already reached the pinnacle of their careers, the brand establishes a "young and trendy" image. This creates a narrative of shared growth.
🎯 3. Target Analysis: Global Zalpha Generation
This ad features an English title more prominently than the Korean one, clearly targeting the global market and the Zalpha Generation (Generation Z + Generation Alpha).
Challenge Generation: Familiar with TikTok and shorts, these users consume the "Fire Noodle Challenge" as a form of entertainment. The ad uses fast-paced editing and addictive sounds, reminiscent of a spliced-together short-form video, to encourage consumers to voluntarily create secondary content.
K-Culture Enthusiasts: K-pop fans naturally have an interest in K-food. This strategy targets the "Son Min-soo culture," where people imitate the ramen of their favorite idols, converting fandom's energy into purchasing power.
🎨 4. Visual & Music: Like a music video,
This commercial's most striking feature is its blurring of the lines between commercials (CFs) and music videos (MVs).
Intense Colors: The signature black and red of Buldak Bokkeum Myeon are used throughout the screen, creating a visually striking visual impact. The members' costumes and the set are also filled with pops of color, evoking a "synesthetic imagery" that makes viewers feel the heat just by looking at them.
Fast-paced Editing: The seamless transitions between scenes and the members' dynamic performances keep viewers engaged. The rhythmic placement of scenes like the members wiping sweat or fanning their mouths vividly conveys the "deliciously spicy" feeling.
Background Music: The commercial's music is also composed using Bonekdo's actual songs or similarly high-quality tracks, making it a treat for fans.
📈 5. Marketing Implications: K-Food, Wearing Culture
Samyang Foods' latest campaign demonstrates that Buldak Bokkeum Myeon has transcended mere ramen branding and established itself as a cultural icon.
They boldly avoided the clichéd phrases often found in food advertising, such as "delicious" or "good ingredients." Instead, they focused on selling the brand's attitude: "We're cool, hip, and fun."
The key to this campaign's success lies in instilling the perception that "eating Buldak is cool" in the global Gen Z audience through the trendy messenger app, Boynextdoor.
📝 Conclusion: The Hottest Boys Meet the Hottest Ramen
The "Hotter Than My EX" ad from [Buldak Bokkeum Myeon X Boynextdoor] is a prime example of how sophisticated K-food marketing has evolved.
A fiery spiciness that'll make you forget your ex, and a meeting of boys who'll recharge your energy just by looking at them. On a stressful day, why not refresh your spirits with a cup of Buldak Bokkeum Myeon like BoyNextDoor?
This concludes our analysis of the Buldak Bokkeum Myeon ad and marketing, a perfect collaboration between K-pop and K-food. We'll be back with more trendy brand insights in the next post!
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