Some brands go viral. Few turn that fleeting moment into something bigger—something lasting. Samyang did. The South Korean brand that introduced instant ramen in 1963 has evolved into a global sensation, captivating Gen Alpha and beyond. And they didn’t get there by luck. They mastered brand love, agility, and an omnichannel strategy—three marketing forces every brand should pay attention to.
Turning Social Media Hype Into Real-World Success
It all started with a little girl in Texas. One birthday gift—a pack of Samyang’s Buldak Carbonara ramen—reduced her to happy tears. TikTok loved it. Millions of views rolled in. Some brands might’ve enjoyed the viral moment and moved on. Not Samyang. They saw an opportunity to deepen the connection.
Within a month, they sent a custom pink truck to her house, fully stocked with ramen and party supplies, making sure her love for the brand became an even bigger moment—one her friends, family, and the internet could celebrate. This wasn’t just marketing. It was community-building.
And that’s where so many brands drop the ball. Viral moments are fleeting. But when you respond with a personal touch, you create something more than just buzz—you create loyalty.
Agility Is Everything in the Era of Social Media Food Trends
Social media food trends evolve at lightning speed. One day, people became obsessed with spicy ramen challenges. Next, they’re swapping hot sauce packets in viral food hacks. If brands don’t move fast, they get left behind. That’s where Samyang’s nimble marketing team shines.
When Samyang launched its U.S. division in 2021, it took them just a few years to achieve what some legacy brands struggle with for decades—massive retail expansion alongside an engaged online fanbase. In 2023, they were in fewer than 10,000 stores. By the end of the year? Over 22,000 stores across the U.S.
That’s what happens when you don’t just ride the wave of social media food trends but anchor it in retail strategy. It’s one thing to be famous on TikTok; it’s another to be on the shelves of Costco, Walmart, and Target when people are ready to buy.
From Viral Sensation to Retail Domination
A lot of brands go viral. Few translate that into long-term success. Why? Because digital hype alone isn’t enough. People might talk about your brand, but if they can’t find your product, you’re leaving money on the table.
Samyang understood this from day one. Their marketing strategy bridges the gap between social media food trends and in-store availability. It’s not just about reacting to viral moments; it’s about turning them into sustained, scalable growth.
And they’re thinking bigger. They’re launching a brand-owned digital platform to capture consumer feedback in real time, allowing them to actively engage with their audience beyond social media. Meanwhile, they’re leveraging CTV and retail media networks, tapping into Walmart, Target, and Kroger’s digital ad platforms to keep the momentum going.
Experiential Marketing: Making Brand Moments Unforgettable
Going viral is easy. Making people feel something? That’s the real game.
Samyang isn’t just pushing ads; they’re creating moments that people remember. Take their “Splash Buldak” campaign in New York and Los Angeles, where they rolled out a mascot, interactive activations, and a “sauce exchange” pop-up—letting people trade in old takeout sauce packets for free Buldak Hot Sauce. That’s the kind of marketing people talk about.
Or when Denmark temporarily banned certain Buldak products for being “too spicy.” Instead of going quiet, Samyang flipped the script, launching the Buldak Spicy Ferry—a boat that took fans across Copenhagen’s harbor to celebrate the product’s return. They didn’t just clear up a PR challenge; they made it a party.
What Brands Can Learn from Samyang’s Playbook
Samyang’s success isn’t just about spicy noodles—it’s about a spicy marketing strategy. And there are key takeaways for brands looking to build lasting consumer love:
- Move fast, but make it meaningful. Viral moments are fleeting. The brands that win are the ones that respond with a human touch—like Samyang’s pink truck moment.
- Don’t rely on social media alone. Social media food trends can explode overnight, but real success happens when you turn that digital love into physical sales. Samyang’s rapid retail expansion ensured that when people craved their noodles, they could actually buy them.
- Create experiences, not just ads. People don’t just want to see your brand; they want to feel something. Whether it’s pop-up events, sampling activations, or PR stunts like the Buldak Spicy Ferry, experiential marketing keeps your brand top of mind.
- Think omnichannel from day one. Don’t just chase trends—build a brand ecosystem. Samyang isn’t just running social media campaigns; they’re investing in retail media networks, CTV, and direct-to-consumer engagement platforms. That’s how you future-proof a brand.
Viral Is Temporary. Brand Love Is Forever.
Samyang isn’t just selling noodles. They’re building a cultural movement. They took what could have been a passing social media food trend and turned it into something bigger.
And that’s what great brands do. They don’t just chase the next viral moment. They create real connections, move fast with purpose, and build a presence across every touchpoint—from social feeds to store shelves.
So, whether you’re growing a startup or leading an established brand, take a page from Samyang’s playbook. The secret isn’t just in the spice. It’s in the marketing strategy.
FAQs
- How do brands turn viral moments into real success?
By acting fast, making it personal, and turning online love into real-world sales. - Why does omnichannel marketing matter?
Being big on social means nothing if people can’t buy your product easily. - How can small brands stand out online?
Move fast, be creative, and make people feel something real.