Samyang Foods is stepping up its global expansion strategy by joining Coachella 2026 as an official partner, bringing its signature Buldak brand to one of the world’s largest music festivals.
The company announced that it will participate as the official ramen and hot sauce partner at Coachella, held in Indio, California, from April 10–12 and April 17–19. Through this collaboration, Samyang aims to further elevate the global recognition of its flagship Buldak brand.
Buldak, known for its intense spiciness, has gained worldwide popularity and is widely seen as a driving force behind the global “spicy” food trend. At the festival, Samyang plans to highlight not only its Buldak 볶음면 but also the versatility of Buldak sauce, positioning it as a flavor that can complement a wide range of dishes.
A centerpiece of the activation is the interactive “Buldak Crawl” program, designed to encourage festivalgoers to explore the venue while sampling a variety of collaborative menu items. The initiative focuses on creating an immersive and participatory brand experience.
Samyang has partnered with several well-known local food and beverage brands to offer Coachella-exclusive dishes. These include the “Buldak Drizzle Signature Slice” with Prince Street Pizza, “Buldak Tenders and Honey Butter Fries” from Rock Star Chicken, “Buldak Hotzilla Dog” by Smorgasburg Dog (Smōk Dog), “Buldak Quesadilla” from Birrieria San Marcos, and “Buldak Banana Funnel Cake” by Sidechick/Sidekicks.
In addition, the company will run a social media campaign encouraging visitors to share their spicy food experiences across booths using the hashtag #BuldakCrawlsweepstakes, with prizes offered to participants. The initiative is designed to extend the on-site experience into online engagement.
Samyang Foods said its participation in Coachella represents an opportunity to strengthen its brand presence on a global stage where food, music, fashion, and culture converge. The company aims to deliver a new culinary experience to global consumers while solidifying Buldak’s position as a leading international brand.
