Spice It Up! After BLACKPINK Members & ENHYPEN, a Fiery Lineup Joins Coachella 2025!

Korean ramen is making its mark on the global stage—this time at one of the world’s biggest music festivals.

On March 6, Samyang Foods announced its official partnership with Coachella Valley Music and Arts Festival, becoming the first Korean company to secure such a deal.

Held annually in California, Coachella is one of the most influential global music festivals, featuring top artists across rock, hip-hop, electronic, and more. Every year, hundreds of thousands of fans gather for this iconic event, making it a hotspot for music lovers worldwide.

This year’s Coachella lineup includes BLACKPINK’s Lisa and Jennie as solo performers, as well as ENHYPEN, once again showcasing K-pop’s dominance. But this time, it’s not just K-pop making waves—K-food is stepping into the spotlight, too.

Samyang’s Spicy Takeover at Coachella

As Coachella’s exclusive partner in the hot sauce and ramen category, Samyang Foods will set up a dedicated booth near the festival’s Central Market from April 11 to 20. Attendees will get the chance to experience a variety of dishes made with Buldak Sauce, Samyang’s fiery signature flavor.

In addition to the booth, Buldak Sauce and Buldak Ramen will be available at various festival locations, including the VIP lounge, frequented by artists and influencers. Through this activation, Samyang aims to elevate the global presence of Buldak Sauce and strengthen its impact beyond the ramen category.

Buldak’s Global Expansion

Samyang Foods has seen remarkable international growth in recent years. Since 2020, its sauce category sales have been increasing by over 30% annually, with over 40% of its revenue coming from overseas markets in 2023.

Jeon Byung-woo, Chief Strategy Officer of Samyang Round Square, expressed confidence in the collaboration, "Partnering with Coachella, the world’s largest music festival, solidifies Buldak’s position as a global brand. We will continue to expand direct interactions with international consumers through Buldak Sauce and Buldak Ramen."

K-Food Joins K-Pop on the Global Stage

Coachella has already played a key role in propelling K-pop to new heights, with BLACKPINK making history as the first Asian headliner in 2023. Now, with Samyang’s Buldak joining the festival, K-food is set to follow in K-pop’s footsteps, introducing global audiences to Korea’s spicy, bold, and addictive flavors.