Samyang Foods signs tourism MOU with South Korea's culture ministry and opens Buldak lounge in Myeongdong

Samyang Foods Co., Ltd. signed a memorandum of understanding with South Korea's Ministry of Culture, Sports and Tourism to expand inbound tourism and promote Korean culture abroad through its flagship Buldak (fire chicken) product. The agreement calls for joint online and offline campaigns, QR‑coded packaging and a large promotional event at the 2026 Korea Cultural Tourism Festival in Bangkok, aiming to turn the popularity of Buldak into a tourism draw.

In parallel, Samyang opened a permanent "PEPPO" lounge on the first floor of its Myeongdong headquarters. The space showcases Buldak products, a café serving Buldak‑flavored ice cream, a photo zone with the PEPPO character and distributes 10,000 free fans to visitors. The lounge, formerly a pop‑up that attracted about 8,000 guests in five days, is intended to become a new landmark for domestic and foreign tourists. Samyang’s chairman Kim Jeong‑su said the partnership will leverage global interest in K‑Food to highlight Korea’s cultural appeal.