Samyang Roundsquare announced on October 22nd that it will pre-launch its new branded platform, ‘POPOW,’ targeted at North American content creators.
This platform is built around popular K-food and Buldak (fire chicken) brands that are gaining international popularity. It aims to expand brand experiences by enabling creators to produce their own content directly, fostering deeper engagement with the brands. Especially focusing on micro- and nano-influencers active primarily on TikTok, POPOW offers a mission-based structure where creators are rewarded according to the view counts of their videos.
POPOW is the first global project spearheaded by Samyang Roundsquare’s digital strategy team, which has been strengthening its efforts to enhance brand experiences through digital content. The platform was developed as a response to the evolving content consumption patterns centered around creator-driven content.
During a several-month beta testing phase, POPOW recorded over 30 million video views, more than 4 million likes, over 30,000 comments, and over 1.6 million shares. Creators involved in the testing received rewards totaling over $10,000.
Feedback from participating creators has been highly positive. One creator shared, “The videos I made through POPOW previously got only about a thousand views, but through their missions, I surpassed 1.3 million views.” Another commented, “Even with hundreds of millions of views on TikTok, I rarely earned much money, but thanks to POPOW, I received over $1,000 in rewards.”
Kang Seok-hwan, Head of Strategy at Samyang Roundsquare, explained that the platform represents a new model where content is created voluntarily by creators rather than companies simply broadcasting messages. He emphasized that POPOW could serve as a starting point for building a brand ecosystem driven by voluntary fandom participation.
