Buldak Launches 'Hotter Than My Ex' Campaign

The viral Korean spicy noodle brand taps into confidence, self-love, and pop culture with a bold new campaign.

Published on Feb. 23, 2026

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Buldak, the popular Korean spicy noodle brand, has launched a new campaign called 'Hotter Than My Ex' that celebrates independence, self-love, and confidence. The campaign includes a collaboration with K-pop group BOYNEXTDOOR, limited-edition packaging, and social media challenges. The launch underscores Buldak's strategy of connecting with consumers through culture, creativity, and an irreverent brand personality.

Why it matters

Buldak's 'Hotter Than My Ex' campaign reflects the growing trend of brands tapping into themes of self-empowerment and redefining traditional celebrations, particularly among Gen Z audiences. By positioning itself at the intersection of food, music, and pop culture, Buldak is able to further strengthen its viral appeal and cultivate a passionate fan base beyond the grocery aisle.

The details

The 'Hotter Than My Ex' campaign includes a collaboration with K-pop group BOYNEXTDOOR on a remix of their hit song 'Earth, Wind & Fire,' limited-edition red packaging for Buldak's signature Original Big Bowls, and social media challenges that invite consumers to embrace the campaign's message of self-love and independence. The campaign launched during Valentine's Day, reframing the holiday as a celebration of singlehood and self-worth.

  • The 'Hotter Than My Ex' campaign launched in February 2026, during the Valentine's Day season.
  • The limited-edition 'Hotter Than My Ex' Big Bowls are available through February 2026.

The players

Buldak

A popular Korean spicy noodle brand known for its viral marketing and culturally fluent brand identity.

BOYNEXTDOOR

A K-pop group that collaborated with Buldak on a fiery remix of their hit song 'Earth, Wind & Fire' as part of the 'Hotter Than My Ex' campaign.

Youngsik Shin

The CEO of Samyang America, the parent company of Buldak, who spoke about how the campaign reflects the brand's confidence, humor, and boldness.

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What they’re saying

“This campaign reflects how Buldak continues to connect with consumers through culture and creativity. Confidence, humor and boldness have always defined the brand, and 'Hotter Than My Ex' brings that spirit to life.”

— Youngsik Shin, CEO of Samyang America (nypost.com)

What’s next

The limited-time 'Hotter Than My Ex' Big Bowls will be available through February 2026 at Walmart, H Mart, and TikTok Shop.

The takeaway

Buldak's 'Hotter Than My Ex' campaign demonstrates the brand's ability to stay culturally relevant and engage its passionate fan base by tapping into themes of self-empowerment and redefining traditional celebrations. This strategy has helped Buldak transform from a cult pantry staple into a full-fledged pop-culture phenomenon.