To show the world that Buldak is much more than instant noodles, the brand launched a new global campaign, "Splash Buldak," encouraging spice adventurers to add a splash of Buldak to any dish. Buldak is bringing the fire to major cities around the world, including New York and Los Angeles in the U.S., engaging with fans with limited-time pop-ups and meet-and-greets with their charismatic hot chicken mascot, Hochi.