The South Korean food company announced Friday that it has partnered with U.S. media platform Nectar to produce "Heat Match," a dating show filmed against the backdrop of a major California music festival. The first episode aired April 11 on Nectar's official YouTube channel, with the finale set for release Saturday.
The show features 10 single contestants board a Buldak-branded bus and travel to a desert party venue. A central conceit of the format is using Buldak's heat level as a compatibility test, with contestants gauging mutual tolerance for spice as a proxy for emotional chemistry.
"This campaign is an elevation of the Buldak brand spirit into cultural entertainment," a Samyang Foods spokesperson said, adding that the company aims to offer young audiences worldwide a shared experience through the Buldak brand.
Samyang said the initiative is part of a broader effort to position Buldak as a cultural icon woven into the lifestyles of young consumers globally.
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