When a Noodle Brand Became a Feeling: Buldak x BOYNEXTDOOR's "Hotter Than My Ex"
Case studies, Viral marketing, Viral and Cultural campaigns, GenZ marketing Oregano Engage Case studies, Viral marketing, Viral and Cultural campaigns, GenZ marketing Oregano Engage

When a Noodle Brand Became a Feeling: Buldak x BOYNEXTDOOR's "Hotter Than My Ex"

Buldak didn't do Valentine's Day. They did heartbreak — and made it look better. Hotter Than My EX turned a packet of spicy noodles into a Gen Z breakup anthem, a K-pop remix, a challenge, and a limited-edition drop. No celebrity at their peak. No traditional food ad. Just one reusable, remixable asset that fans carried further than any paid reach could.

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