Leader behind global growth of Buldak instant noodles visits Coachella

Samyang Roundsquare CEO and Vice Chair Kim Jung-soo, best known for her role in the global success of Samyang's Buldak instant noodles, visited the 2025 Coachella Valley Music and Arts Festival as part of its mission to grow the instant noodle brand into the world's top hot sauce brand. According to Samyang Roundsquare, the parent company of Samyang Foods, on Monday, Kim visited the world-renowned festival in California to support their promotional events for music fans. Samyang set up six booths at Coachella this year dedicated to promoting not only Buldak instant noodles but also its new Buldak sauce. Kim visited the user experience-oriented booths and tasted foods paired with Buldak sauce, Samyang said. The company said she also met with festival organizers and visitors. Samyang Foods signed an official partnership with Coachella, and is currently serving as the exclusive partner for the festival’s instant noodle and sauce category during the event, which began Friday and runs until Sunday. Samyang has introduced a new campaign phrase, “Rocket Hot, Ride the Buldak High,” to launc