Buldak aimed to expand awareness and market share in the U.S., leveraging its global popularity to tap into the growing a U.S. hot sauce market.

To drive trial and buzz, the campaign included IRL activations like mascot-led events, a Sauce Exchange, a new website offering samples, and prizes. These efforts sought to remove barriers to trial, foster brand loyalty, and position Buldak as a top contender in the competitive hot sauce market.

I created UI for the custom-made website (that went live in only 5 weeks) allowing visitors to sign up to receive free Buldak Sauce samples and profess their love for Buldak in hopes of winning their own Buldak party. I also created social graphics promoting the campaign, as well as banner ads.