Boynextdoor announces 'buldak' to the world

*This content was translated by AI.

• -Samyang Food Buldak Brand Global Campaign Model Selected -Popular song "Earth, Wind & Fire", campaign version will be released at midnight on the 9th

BOYNEXTDOOR has become a new face that informs the world of "buldak."

Samyang Foods announced on the 9th that it has selected Boy Next Door (Seongho, Liu, Myung Jae-hyun, Taesan, Lee Han, and Unhak) as a model for Buldak's new global campaign 'Hotter Than My EX'. It is expected that the meeting between BoyNextdoor, a representative K-pop group loved in the global market, and the K-food buldak brand will create good synergy.

Samyang Foods said, "Boynext Door is loved by releasing unadorned honest emotions and everyday emotions in their own colors. The charm of those who are friendly and sensual fits the differentiated message of this campaign," he said, explaining why he selected it as a model.

Under the slogan "Hotter Than My EX," the Buldak brand expressed its self-esteem and self-control, which are not shaken even after a breakup, by comparing it to the spicy taste of Buldak. Starting with the idea that Buldak is more intense than lovers, the company will launch a campaign that expands the spicy taste unique to Buldak to a cultural code that symbolizes confident attitude and confidence beyond simple taste stimulation.

Boynext Door has prepared various activities as a campaign model. First of all, the new song "Earth, Wind & Fire" (Buldak Hotter Than My EX Ver.), which rewrites the title song "Earth, Wind & Fire" from the 2nd mini album "HOW?" The song can be heard on various music sites and SNS from midnight on the 9th. It will also add to the fun of producing campaign videos in the form of music videos.

Meanwhile, Boynext Door will appear as a headliner for two consecutive days at the Japanese festival "BEAT AX" from the 14th to the 15th, and will perform on the stage of Japan's TBS "CDTV Live! Live! Spring Thank You Festival 2026" on the 7th of next month and Taiwan's "2026 Kaohsiung Cherry Blossom Season Music Festival" on the 13th. Expectations are high for the performance of those who met with music fans around the world through a solo tour last year and the U.S. "Lollapalooza Chicago."

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*This content was translated by AI.