The Ministry of Culture, Sports and Tourism said Friday the deal is designed to channel the worldwide popularity of K-food into tangible travel demand, pairing Korean tourism advertising with Samyang's products and content across large-scale online and offline promotions.
Under the agreement, consumers who encounter Samyang products at local retail channels around the world would be steered toward Korea's tourism appeal, with QR codes embedded in Buldak stir-fried noodles and sauce products linking to travel information and events.
The partnership will debut at the "Love Korea 2026" in Bangkok from Aug. 21 to 23, where a dedicated space will offer noodle tastings alongside Korean cultural experiences and games. The two sides will also run a joint campaign linking their official online channels.
"We expect the government's Korean tourism content and the private sector's overseas marketing capabilities to create a synergy that raises the national brand," Culture Minister Chae Hwi-young said, adding that he hoped the effort would help Korea emerge as an "irreplaceable travel destination" for the world.
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