Buldak House of BURN was a five-day experiential pop-up held from March 20–24 at Samyang’s headquarters lobby in Myeong-dong, strategically timed to coincide with the highly anticipated BTS comeback live event that attracted hundreds of thousands of ARMY fans globally.

Under the concept “Welcome to the Home of Spice,” the activation transformed Buldak’s home base into an immersive brand destination, generating strong organic social buzz and providing hands-on experiences with key Samyang brands.

The event welcomed over 8,000 visitors — and drove high engagement through nearly 5,000 photo booth participations and over 3,300 coupon redemptions. The campaign also earned coverage across 32 media outlets and generated more than 1,800 social media posts, resulting in widespread online conversation and 61 pieces of media and influencer content.