Samyang Foods chair Kim Jung-soo and son complete 13 km trail run to promote new Buldak character Peppo

Kim Jung-soo, chairman of Samyang Foods and known as the "mother of Buldak," completed the 13th km trail run course at the "Buldak Burning Festa" held in Pyeongchang, Gangwon Province. Her eldest son, Jeon Byung-woo, executive director of Samyang Foods, also successfully finished the 13th km distance, with company management directly stepping up to promote the new character "Peppo" (PEPPO).

Samyang Foods held the "Buldak Burning Festa With Peppo" at Samyang Round Hill in Pyeongchang County, Gangwon Province, on the 24th and 25th. The event combined the Buldak brand with outdoor activities, bringing together corporate running clubs as well as diverse participants such as families, friends, and couples.

Experience programs utilizing Buldak's new character "Peppo (PEPPO)" were operated at the venue. An event where participants took photos in the Buldak booth photo zone and received Peppo merchandise saw all prepared stock sold out within approximately one hour of starting.

Games such as "Buldak Punch," where participants hit a punching bag within a time limit, and "Peppo Touch," where they quickly press buttons that light up, also drew crowds, with over 1,000 prepared prizes sold out early. The treasure hunt event to find Peppo's hidden eggs was particularly popular among family participants.

The following evening concluded the night in the nature of Daegwallyeong through a burning ceremony and camping programs. The next morning, a refreshing day began with wellness programs such as yoga and singing bowls.

Samyang Foods plans to expand consumer touchpoints for the Buldak brand from food to outdoor and leisure activities, using this event as an opportunity. The strategy is to move beyond events centered on new product tastings or sales, allowing consumers to encounter the brand in their daily lives through characters and experiential content.

A Samyang Foods official said, "Through this Buldak Burning Festa, consumers were able to spend a fun time with Peppo and feel a greater sense of closeness to the Buldak brand."