WHERE FIERY NOODLES MEET CHILL VIBES.
This Halloween, we teamed up with Buldak Ramen to flip the script on going out. Riding the wave of the “Couch Rotting” trend on social media, and our fans’ love of kicking back and relaxing with a big bowl of spicy ramen – we invited people to be their most authentic selves, chilling out with their friends on the couch as never before.
REI AMI AND INFLUENCERS IGNITE THE MOVEMENT
We kicked things off with the social campaign #BuldakCouchTime, calling on fans to show off their best couch-rot setup paired with a bowl of Buldak. Korean pop star Rei Ami—the voice of Zoey in K-Pop Demon Hunters—joined in by posting her own couch-rot ritual while wearing custom Buldak robes. Her post not only set the aesthetic for the challenge, it mobilized her fanbase: at the end of the video, she directed viewers to Buldak’s social channels for the full time and location details of the live activation.
THE ONLINE CONTEST: FUELING EVEN MORE COUCH ROT
To keep the momentum going, we also launched an online contest that rewarded the most creative and cozy couch-rot submissions. Fans who went all-in—robes, noodles, ambiance and all—were surprised with Buldak drops, exclusive merch, and shoutouts across our channels, turning the hashtag into a steady stream of community-powered content.
COUCH ROT IRL
Then we brought the couch rot takeover to the streets of LA, popping up at Century City Mall. A giant white couch.
Hundreds of Buldak robes and towels.
Stacks of Buldak Carbonara and Original cups.
A photo-ready experience designed to supercharge UGC.
People of all ages joined in, slipped into plush Buldak-branded robes, wrapped their hair in Korean-style sheep head towels, and rotted the night away.
As visitors streamed into a nearby K-Pop Demon Hunters screening, our robes quickly became Halloween’s hottest costume, with hundreds roaming Century City in cozy white lounge wear.
Guests kicked back, snapped and shared – making Buldak part of their hangout culture. With custom embroidered robes, a ramen station, and one massive couch, the vibes were immaculate. Plus, Hochi, Buldak’s famous chicken mascot, showed up to dance and make TikToks with fans.
CAPTURING COUCH CULTURE
Halloween can be a tricky time for teens — too old to trick-or-treat, too young to party. So while everyone else handed out sweets, we brought the heat, filling trick-or-treat buckets with Buldak Cups.
The Buldak “Couch Time” activation hit all the right notes: culturally relevant, social-first, and K-pop-fueled. Because sure—you could fight the crowds on one of the year’s biggest party nights. Or you could throw on a robe, cue up your favorite K-pop playlist, and chill out with a ramen.
