How a global Korean brand leveraged its online fame into an American retail expansion

Shoppers and foodies discovered Buldak online long before they saw it in mainstream grocery stores. The South Korean instant noodle brand, produced by Samyang Foods, has shot to fame in the last few years thanks to its popularity online. Mukbang creators have built followings around testing the brand's various fiery flavors, fans have traded tips on where to find imported packs, and millions of users have challenged their spice tolerances on camera with the viral "Fire Noodle Challenge." This creator-led content turned Buldak into a global sensation, setting up the brand for long-term retail success.

Now, the brand is building upon its years-long cultural momentum by entering the mainstream American grocery retail space with its new product Buldak Mac & Cheese, which exclusively launched at Walmart in May. By offering a spicy twist on an American comfort food staple, the brand is appealing to younger, globally influenced consumers who are increasingly seeking to incorporate international flavors into their everyday meals.

The brand's expansion beyond its signature ramen products signals a broader shift taking place across the grocery retail space. User-generated content and viral social engagement are now reshaping how products expand, earn shelf space, and attract long-term consumer interest and loyalty.

How social content is driving retail demand

Younger consumers are increasingly discovering food through creators, viral videos, and social algorithms rather than traditional advertising. Buldak captures the reality of this shift, highlighting how a highly engaged consumer base on social platforms is the path to long-term retail success.

Years of organic engagement fueled by online conversations and creator-led content has set Buldak up for expansion. In 2024, Samyang Foods' overseas revenue grew 65% year over year to roughly $919 million. Overseas sales accounted for 77% of the company's total revenue. As the company expanded its retail presence abroad, sales in the United States surged 127% year over year to roughly $280 million.

With social platforms influencing purchasing decisions, online engagement can serve as an early indicator of consumer interest. Paying attention to what's resonating with consumers online can help retailers identify products that have the potential to expand beyond their original audience and market.

Expanding into the mainstream

Buldak is part of a larger cultural movement surrounding the rising popularity of Korean entertainment, fashion, and beauty brands in the United States. But digital popularity is just one part of the puzzle. While online engagement is critical, physical retail distribution is what truly creates scale.

Walmart's decision to expand Buldak reflects a larger trend, one where retailers are increasingly paying attention to products that have already built strong consumer interest and loyalty online.

Buldak Mac & Cheese is launching exclusively at Walmart in two varieties: all-new Sweet Corn Buldak Mac & Cheese and fan-favorite Carbonara Buldak Mac & Cheese, both available in cup and box. By taking the classic American macaroni and cheese, a recipe which has remained virtually unchanged for generations, and combining it with the brand's signature spice profile, Buldak is appealing to mainstream consumers in an accessible and familiar way.

The future of food marketing

The future of food marketing and grocery retail is being shaped by internet culture. It's a shift that is changing how brands build awareness and how retailers decide what earns shelf space. Brands can no longer rely on advertising campaigns. Building an engaged consumer base starts online, where products can be introduced to consumers via creator ecosystems and social algorithms. This is a critical first step that can allow brands to enter the mainstream and expand.

Buldak's path from internet sensation to a product on Walmart shelves is a case study in how modern food brands can build relevance online and convert it into lasting retail growth. This is particularly true for younger consumers, who are increasingly gravitating towards globally-inspired products that are different and exciting. In today's world, a product's viral born-digital content can turn into a mainstream grocery expansion.

Check out the exclusive Buldak varieties available at Walmart.

This sponsored post was created by BI Studios with Samyang America, Inc.

The post How a global Korean brand leveraged its online fame into an American retail expansion appeared first on Business Insider