Samyang Foods, the renowned South Korean brand celebrated for its beloved Buldak noodles, has made an exciting announcement regarding a partnership with the Coachella Valley Music and Arts Festival, set to be unveiled on March 6, 2025. This collaboration aims to elevate the culinary experience at the festival, aligning with the vibrant atmosphere and diverse audience that Coachella attracts.
Taking place annually at the picturesque Empire Polo Club in Indio, California, Coachella serves as a magnet for music enthusiasts, influencers, and celebrities globally. Samyang Foods’ partnership marks a significant milestone in their strategy to penetrate the mainstream Western market, showcasing their products in front of a vast audience.
Official Announcement of the Coachella Partnership
The announcement of this partnership generated significant enthusiasm among food aficionados and festival-goers alike. As per the statements released by Samyang Foods, they will hold the exclusive rights within the “hot sauce and ramen” categories at the 2025 festival, featuring their iconic Buldak Spicy Ramen and Buldak Sauce.
Chun Byung-woo, the Chief Strategy Officer at Samyang Foods, expressed the company’s excitement in a press release dated March 24, 2025. He stated:
“By participating as an official partner at Coachella, a global festival of music and culture, we are creating a unique opportunity for global consumers to experience Buldak Sauce in new ways, further strengthening our brand’s global presence.”
He further explained:
“Moving forward, we will actively engage with consumers through offline interactions while ensuring that these experiences spread digitally, helping ‘Buldak’ establish itself as a true global brand.”
Mark your calendars, as the festival will unfold over two exhilarating weekends: the first from April 11 to April 13, 2025, and the second from April 18 to April 20, 2025.
Anticipated Highlights at Coachella x Samyang
One of the star attractions of this collaboration is the Buldak Booth, strategically located at the Indo Central Market, known as the festival’s culinary hub. This booth will offer a variety of dishes crafted with Samyang’s signature Buldak sauce, promising to spice up the festival’s food offerings.
Festival attendees can look forward to a range of delectable dishes, while also discovering exclusive, limited-edition Buldak merchandise. Offerings include:
- Buldak-themed apparel such as T-shirts, hats, and hoodies.
- Spicy noodle challenge kits to take home.
- Customized Buldak sauce bottles featuring a unique Coachella 2025 design.
About Samyang Foods
Since its establishment in 1961, Samyang Foods has emerged as a leading South Korean food manufacturer, credited with creating the nation’s first instant ramen in 1963. Their Buldak Ramen, known for its fiery flavor, has catapulted them into international fame.
The surge in popularity of Buldak ramen, driven by its extreme spiciness and viral social media challenges, positions Samyang Foods favorably for this partnership with Coachella. This collaboration signals a bold step forward in their global marketing strategies, introducing the vibrant flavors of Korea to an international stage at one of the world’s most acclaimed music festivals.