BULDAK SAUCE EXCHANGE

New York City & Los Angeles 

​

Buldak aimed to grow awareness and market share in the U.S., leveraging its global popularity to tap into the booming American hot sauce scene.

To drive trial and build buzz, we launched a campaign anchored in IRL activations — from mascot-led events to a Sauce Exchange and a new website offering samples and prizes. The goal: lower the barrier to trial, build brand love, and position Buldak as a serious contender in the competitive U.S. market.

I collaborated with the creative team on art direction and spatial design — helping shape the campaign’s visual language and physical presence across all activation touchpoints.