The global obsession with Samyang Buldak Hot Chicken Ramen is becoming more than just a food trend—it’s now part of Korea’s tourism strategy.
South Korea’s Ministry of Culture, Sports and Tourism (MCST) and Samyang Foods announced a new partnership on July 31 aimed at encouraging international fans of Korean food to visit Korea through the worldwide popularity of the iconic Buldak brand.
From Instant Noodles to Korean Travel
The two organizations signed a memorandum of understanding (MOU) at the National Museum of Modern and Contemporary Art (MMCA) Seoul to expand global promotion of Korean tourism.
The campaign combines the Korean government’s tourism resources with Samyang Foods’ extensive international distribution and marketing network.
This means overseas shoppers who discover Samyang products in supermarkets or online stores will also be introduced to travel information about South Korea.
QR Codes Will Connect Food Lovers to Korea
One of the campaign’s most creative features is the use of QR codes printed on Buldak ramen and Buldak sauce products.
Consumers can scan the codes to access:
- Korean travel information
- Tourist attractions
- Korean culture content
- Product stories and brand experiences
The goal is simple: inspire people who love Korean food to experience Korea in person.
Thailand Event Will Blend Food and Korean Culture
The partnership will also debut internationally at the 2026 Korea Culture & Tourism Festival: Love Korea, taking place in Bangkok, Thailand, from August 21–23.
Visitors will enjoy:
- Free Samyang product tastings
- Korean cultural experiences
- Traditional games
- Interactive tourism promotions
The event aims to transform curiosity about Korean food into interest in traveling to Korea.
Online Promotion Will Continue Worldwide
Beyond offline events, the Ministry and Samyang Foods will connect their official digital channels to continuously promote Korean tourism alongside Samyang’s globally recognized food products.
With Buldak already one of the world’s most recognizable Korean food brands, the collaboration represents a new example of how K-Food is becoming a gateway to K-Tourism.
Why It Matters
Buldak ramen has become a viral sensation through YouTube challenges, TikTok videos, and social media trends across North America, Europe, Southeast Asia, and the Middle East.
Now, South Korea hopes that millions of international fans won’t just eat Korean food—they’ll book a trip to experience Korean culture firsthand.
As K-pop, K-beauty, and K-dramas continue to drive global interest, K-food is emerging as another powerful force bringing visitors to Korea.
KOREA FBI Editor’s Comment
For many international fans, Buldak was their first taste of Korea. This partnership turns that first bite into an invitation to explore the country itself. As K-food continues breaking records worldwide, it is becoming one of Korea’s strongest tourism ambassadors.
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