Korean Spicy Noodle Sensation Expands Its Reach to Gen Z Consumers
Indonesia ranks second worldwide in instant noodle consumption, with a total of 14.68 billion servings per year in 2024, according to the World Instant Noodles Association (WINA). China and Hong Kong occupy first place, with 43.80 billion servings per year. In light of this, Samyang Foods Indonesia, through its Buldak spicy noodles, continues to view Indonesia as a market with significant growth opportunities. This is underpinned by a strong fan base among younger consumers, active engagement on social media, viral food culture, and a diverse expansion of distribution channels.
“We are strengthening our presence in Indonesia through a consumer-focused strategy and balanced pricing to deliver a spicy, delicious, crave-inducing flavour experience to a broader audience,” said Eunsan Jeong, Country Director of Samyang Foods Indonesia, on Tuesday 3 March 2026.
The latest development is Samyang Foods’ launch of the global campaign Hotter Than My EX (HTME), a special Valentine’s season initiative to reflect Gen Z values such as confidence, freedom of expression and emotional independence.
“Unlike Valentine celebrations that typically focus on couples, this campaign captures the perspective of those who are single or going through breakups, turning the moment into a space for self-reflection and the celebration of independence,” he said.
Through the HTME slogan, Buldak creatively links its iconic spiciness with self-confidence following a breakup. The heat is reframed as a symbol of strength, individuality, and self-control.
“To reinforce the campaign message, we have also partnered with Boynextdoor, a new wave of authentic K-pop, through imagery that resonates with fans and emotional sincerity that enriches the campaign narrative,” he added.
Their song Earth, Wind & Fire was rearranged into Buldak Hotter Than My EX Ver, and became the centerpiece of the Hotter Than My EX Challenge on short video platforms such as TikTok, to drive participation and potential virality.
In Indonesia, the campaign was further strengthened with the launch of HTME limited-edition packaging to boost visibility of the brand and deepen connections with local consumers.
In line with these marketing initiatives, Samyang Foods Indonesia announced a second phase price adjustment for retail supply to improve affordability and widen consumer access. “Buldak has received a tremendous reception from Indonesian consumers and has positioned itself as one of the leading K-spicy brands in the market,” Jeong said.
“By lowering the price burden, we hope more consumers can enjoy the signature Buldak flavours as part of their daily routine,” he added.
In addition, Boynextdoor became the face of the price adjustment campaign in Indonesia with the tagline Closer Than Ever, emphasising that the spicy Buldak experience is now more accessible to consumers. “The latest price adjustment will be implemented across all retail channels through collaboration with distribution partners, thereby enhancing price competitiveness at the point of sale,” he concluded. (H-2)
Samyang says the success is not only due to the spicy sensation but also to an aggressive localisation strategy. Now, with the Rose and Quattro Cheese variants, Samyang invites Indonesian consumers to explore flavours that are richer, creamier, and more exploratory.
Special prize winners will receive direct congratulations from Enhypen’s Jake and will share memorable moments together.
Sodium content per packet, especially for the broth variant, is very high, exceeding 1,000 milligrams. There have been modifications to seasoning usage to reduce sodium content, such as using kitchen seasonings to reduce reliance on the seasoning powder. Instant noodles come with seasoning packets such as salt, flavour enhancers, oil, and spices, delivering savoury taste and convenience. Many people lament hunger pangs soon after eating instant noodles, even though the meal is often regarded as practical and filling.
Korean cuisine or K-Food has become one of the sectors popular among Indonesians, aided by exposure through drama series.