Beyond Buldak to “Spicy & Chewy”… SamyangFoods Hosts K-Food Experience in Bangkok
Participation in Thailand’s “Love Korea 2026” Booth
Follow-up Collaboration Following the MOU Between the Ministry of Culture, Sports and Tourism and Korea Tourism Organization on Overseas Promotion
From Tasting "Buldak," "Maep," and "Tangle" to the Spicy Challenge
[Edaily Reporter Kim Ji-woo ] SamyangFoods(003230)is expanding its reach among local consumers in Thailand by promoting its major brands, including Buldak, MEP, and Tangle.
Image of SamyangFoods’ interactive booth at “Love Korea 2026” in Bangkok, Thailand. (Photo courtesy of SamyangFoods) SamyangFoods announced on the 21st that it will participate in the “Love Korea 2026” Korean Culture and Tourism Festival, taking place at CentralWorld in Bangkok, Thailand, from the 22nd to the 23rd.
Organized by the Ministry of Culture, Sports and Tourism and the Korea Tourism Organization, this event is designed to promote Korean culture and tourism, and is expected to attract approximately 10,000 local visitors over the two days. SamyangFoods’ participation is part of a Memorandum of Understanding (MOU) signed with the Ministry on the 31st of last month to increase the number of visitors to Korea and boost overseas promotion of Korean tourism.
At the event, SamyangFoods will operate a booth where visitors can experience Buldak, Maep, and Tangul all in one place. In addition to tasting programs featuring representative products from each brand, the company will present interactive content that allows consumers to participate directly.
The booth will host events such as the “Buldak Don’t Make a Zeed!” challenge, where participants conquer Buldak’s heat levels step by step; the “Sauce Lab,” where visitors can mix and match Buldak sauces to suit their tastes; and “Crave Out,” an interactive game featuring MEP. Various merchandise items, including PEPPO paper crowns, will be provided to participants who engage on social media.
SamyangFoods plans to leverage the global recognition of Buldak while simultaneously raising local awareness of its follow-up brands, such as MEP and Tangul. The company also aims to broaden the brand experience by connecting interest in K-Food to Korean culture and tourism.
A SamyangFoods representative stated, “We hope this event will serve as an opportunity for global consumers to taste and enjoy SamyangFoods’ various brands, including Buldak,” adding, “We will continue to pursue wide-ranging collaborations to promote the appeal of Korean culture and tourism through K-food.”
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