[Edaily Reporter kim mi-kyung ] SamyangFoods has partnered with the Ministry of Culture, Sports and Tourism to attract international tourists and promote tourism in Korea, spearheaded by its flagship brand, “Buldak Bokkeummyun.” The company plans to utilize “Buldak Bokkeummyun,” which has gained global popularity, as a new vehicle for promoting “K-Tourism.”

SamyangFoods(003230)The company announced on the 31st that it had signed a Memorandum of Understanding (MOU) with the Ministry of Culture, Sports and Tourism to increase the number of international visitors to Korea and revitalize overseas promotion of Korean tourism. The signing ceremony took place that afternoon at the National Museum of Modern and Contemporary Art, Seoul, in Jongno-gu, Seoul.

According to SamyangFoods, this agreement was established to convert the global K-food craze into actual demand for travel to Korea. The plan is to combine SamyangFoods’ global brand competitiveness with the government’s tourism content to build a tourism promotion model that allows overseas consumers to naturally encounter Korea in their daily lives.

At the heart of this initiative is SamyangFoods’ flagship brand, “Buldak Bokkeummyun.” The two parties will jointly pursue various marketing campaigns utilizing the Buldak brand, which has secured a loyal fan base worldwide. The goal is to ensure that overseas consumers’ experience with the products leads to travel to Korea.

First, they will launch a consumer promotion that provides both travel information about Korea and product content through Buldak Bokkeum-myeon and Buldak Sauce products featuring QR codes. Additionally, at the “2026 Korea Culture and Tourism Festival: Love Korea,” to be held in Bangkok, Thailand, this August, they plan to promote the appeal of Korean tourism by linking SamyangFoods’ tasting events with Korean cultural experience programs.

In addition, the two parties will launch a joint campaign to continuously introduce Korean tourism content to consumers worldwide by linking their official online promotional channels.

Kim Jeong-soo, Chairman of SamyangFoods, said, “As global interest in K-Food continues to grow, we will use this agreement as an opportunity to showcase the appeal of Korean culture and tourism to more overseas consumers, leveraging SamyangFoods’ brand competitiveness and global network.”