Editorials

There’s no denying that Samyang’s hype machine with their Buldak product line has been a major force in the noodle industry throughout the last several years. For a while, you couldn’t scroll through social media without seeing someone demolishing a bowl of the original Hot Chicken flavor (or 2x or even 3x nowadays). While it seems like that trend has calmed down a bit, Buldak has done something that very few Korean brands had managed to do before now: infiltrate non-Asian grocery stores. Even those big-name supermarket chains that, a decade ago, would’ve pointed to Frank’s RedHot as the spiciest thing in their aisles are now selling Buldak noodles to unassuming consumers. So as with most things with this much hype and exposure, the inevitable backlash has already been in full swing for a couple years now. When something becomes more of a dare than a dish, it stops being about taste and starts being about spectacle, and I feel like that’s pushed many consumers into the realm of false assumptions about what Buldak is or isn’t.