Korean Food Company Samyang Celebrates the Lifting of Spicy Noodles Ban in Denmark with Ferry Extravaganza

Noodles were too spicy for the Danish government – but have now been allowed

In a spicy celebration of cultural appreciation and consumer choice, Korean food company and TikTok sensation Samyang foods commemorated the reintroduction of its Buldak products to Danish supermarkets with an iconic ferry party in Copenhagen. Following the recent lifting of the ban on its spiciest noodles by the Danish Veterinary and Food Administration (DVFA), the company used the opportunity to thank their fans – and the government – for the unexpected publicity. 

The creative masterminds from Jung von Matt SPREE (Berlin, Germany) and Jung von Matt HANGANG (Seoul, Korea) designed the campaign and event in collaboration with Samyang Foods.

Lisa Yvo Heimgartner, Executive Creative Director at Jung von Matt SPREE, explained: 

“Buldak is a viral phenomenon that just got hotter. The lifting of the spicy noodle ban is worth celebrating, and as a truly community-driven brand, Buldak wanted to create something that underscores their unwavering commitment to their fans while having a little fun with it all. This is exactly the kind of cultural momentum that we at Jung von Matt love to incorporate in our work to create communication that truly has relevance.”

The products have become a global viral sensation over the past decade, captivating spice enthusiasts and adventurous eaters worldwide. The phenomenon began with social media challenges, where users recorded themselves trying to handle the intense heat of Buldak’s signature soups. Today, there are over 405 million Buldak videos on TikTok alone.  The DVFA initially banned three of Buldak’s products in June 2024, declaring they posed a health hazard due to their spiciness. After a thorough investigation, the DVFA lifted the ban on 2x Spicy Hot Chicken and Hot Chicken Ramen Stew, allowing Danish consumers to enjoy Buldak’s fiery offerings again.

Buldak kicked off the spiciest ferry ride of all time on Thursday, August 8th, in the harbor of Copenhagen. After thousands applied to be part of the event via social media, 100 were lucky enough to enjoy spicy drinks, get fiery (airbrush) tattoos, and relish over 480 personalized portions of the iconic noodle soups on deck. While celebrity chef Gorm Wisweh and Buldak mascot Hochi fired up the crowd, chanting, ‘Freedom for the spicy!’, the rest of the fans danced under the Danish sun. 

Hyitai Kim, Managing Director at Jung von Matt HANGANG, said: 

“Together with Buldak, we successfully leveraged the viral momentum to expand the brand’s awareness to new customer groups while underscoring its commitment to its fan base. We also demonstrated Jung von Matt’s capabilities to seize opportunities in national markets while nurturing the global brand’s signature.”

Buldak’s Chief Marketing Officer, Euiri Choi, expressed delight over the lifting of the ban, emphasizing the importance of cultural appreciation and consumer choice in the global food market.

“We are thrilled that Buldak products are once again available to our Danish customers. This experience has underscored our commitment to delivering the authentic, bold flavors our fans love. We appreciate the Danish authorities’ cooperation in resolving this matter, and our goal is to ensure that everyone who enjoys a good culinary challenge can savor the unique heat and taste of Buldak.”

Samyang Foods, established in 1961, is a pioneer in the Korean food industry, renowned for introducing Korea’s first instant noodles. The company is dedicated to providing high-quality, innovative food products that bring joy and flavor to consumers around the world. Buldak, one of Samyang Foods’ flagship brands, is globally celebrated for its intensely spicy and deliciously addictive noodle dishes, which have gained a cult following through various social media challenges and international markets. With a commitment to food safety, quality, and sustainability, Samyang Foods continues to push the boundaries of culinary innovation, making bold flavors accessible to all.

Jung von Matt is a renowned global creative agency with 33 offices in 10 countries. Founded in Germany in 1991, the agency has continuously ranked among the best of the best; it has been awarded “Independent Agency of the Year” by the One Show, LIA Awards, New York Festivals, and the prestigious Cannes Lions, as well as “#4 Agency of the Decade.” Jung von Matt global accounts include adidas, FIFA, BMW, BOSCH, HYUNDAI, Amore Pacific, Zeiss, and Vodafone.