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Buldak Couch Time
Project type
Social Media Challenge, Activation & Experiental
Date
October-November 2025
Location
Los Angeles
For Buldak’s “Couch Time” campaign, we flipped the script on our usual spicy noodle challenges. Knowing our fans love to “couch rot” (yes – that cozy, unapologetic lounging trending on TikTok) we invited them to embrace comfort instead of heat. This Halloween, we challenged our audience to show us their #BuldakCouchTime moment for a chance to win a mountain of noodles and a custom robe. To amplify the activation, we teamed up with trendsetting creators like Brooke Monk and Rei Ami, bringing #BuldakCouchTime to everyone’s feeds. The result? Over 9.5 million views across all campaign videos.
The response was instant and electric, with UGC flooding social feeds as fans proudly shared their Buldak-infused lounge rituals. To take the experience offline and build community, I led the creative direction of the coziest pop-up at Century City Mall in LA, where hundreds gathered to relax together, lounge in Buldak-branded robes, and enjoy spicy Buldak in true couch-rotting style.
From social video concepts and scripting to UGC curation and event activation, I oversaw every creative touchpoint: redefining what Buldak means for our fans and putting comfort at the heart of the brand.
