Samyang Foods said Monday that the music video for its new global campaign, “Hotter Than My EX” (HTMX), has surpassed 100 million views within two months of its release on YouTube.
Boy group BOYNEXTDOOR fronts the campaign. The group reinterpreted its hit “Earth, Wind & Fire” to fit the campaign concept and took part in producing the track, the company said. The video also reframes Valentine’s Day as a message about focusing on oneself, aiming to resonate with younger audiences.
After the release, the music and concept drew positive reactions on social media and YouTube, prompting organic sharing by users, Samyang Foods said. The 100 million-view milestone has been cited as a sign that Buldak is moving beyond a food brand to become a cultural icon.
The project also marks the first time the new character PEPPO has joined the Buldak universe. Samyang Foods said PEPPO is expanding touchpoints with global consumers through digital content such as music, challenges and memes.
A Samyang Foods official said the campaign was designed to extend Buldak’s signature spiciness into a form of “confident self-expression.” The official said the company will continue producing innovative content that connects with global consumers’ lifestyles to strengthen its position as a mega brand.
* This article has been translated by AI.
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