Samyang Foods said Tuesday that the music video for its new global campaign, “Hotter Than My EX” (HTMX), has surpassed 100 million views within two months of its release on YouTube.
The campaign features boy group BOYNEXTDOOR. The group reinterpreted its hit song “Earth, Wind & Fire” to fit the campaign concept and took part in producing the track, Samyang Foods said. The video reframes Valentine’s Day as a message about focusing on oneself, which the company said resonated with younger audiences.
After the release, the music and concept drew positive reactions on social media and YouTube, prompting organic sharing by users, the company said. Samyang Foods said the 100 million-view milestone shows Buldak is moving beyond a food brand to become a cultural icon.
The project also marks the first time the new character PEPPO has joined the Buldak universe. The company said PEPPO is helping expand touchpoints with global consumers through digital content such as music, challenges and memes.
A Samyang Foods official said the campaign was designed to extend Buldak’s signature spiciness into “a means of confident self-expression.” The official said the company will continue to strengthen its position as a mega brand with innovative content that connects with global consumers’ lifestyles.
* This article has been translated by AI.
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