It is becoming increasingly likely that the face of Buldak Spicy Ramen will change. Samyang Foods is considering replacing 'Hochi,' the character that has adorned the front of the package since 2014, with a new character named 'Pepo.' If the replacement actually takes place, Buldak Spicy Ramen will have a new representative character for the first time in about 12 years.
Pepo is a red chick character created by Samyang Annie, a content commerce subsidiary of Samyang Round Square. It is not a character completely separate from the existing Hochi. The currently known setting is a worldview in which Pepo was born from a red egg laid by Hochi after he ate a chili pepper. This is an approach to creating a new character narrative while continuing existing brand assets.
The global market is behind this change. As Buldak Spicy Ramen gained popularity overseas, the number of imitation products mimicking the product image and characters also increased. It appears that Samyang Foods determined that it needed a more distinct character IP. They needed a face that could extend beyond the illustrations on food packaging to content, merchandise, and collaborative products.
Pepo is already gaining traction on digital channels. Samyang Animation announced that the Pepo YouTube channel recorded 150 million cumulative views within one year of its launch. When official social media platforms such as Instagram and TikTok are included, the cumulative views exceeded 180 million. It is also significant that 991% of the subscribers are international viewers. This signifies that Buldak is now evolving beyond a Korean ramen brand into a global fandom-based brand.
Pepo has also appeared on products. Samyang Foods applied Pepo to the packaging of 'Swissy Buldak Bokkeumyeon,' targeting the US market. This product combines sweetness and spiciness, and was designed to be closer to an introductory Buldak by lowering the spiciness level. Here, Pepo plays the role of gently introducing Buldak to younger generations and overseas consumers.
Buldak originally grew through its intense flavor and challenge culture. Now, we aim to translate that spiciness into characters and a worldview. If Hochi was the symbol of the product, Pepo is closer to an expanded character tailored to the content era. It is a structure that starts with the experience of eating ramen and leads to short videos, challenges, fandom, and merchandise.
The change regarding the replacement of Buldak Spicy Ramen's character is not yet confirmed. However, the appearance of Pepo signals that Samyang Foods does not intend to keep Buldak confined solely to the food brand. Moving forward, Buldak's competitiveness is highly likely to be built not only on its spicy flavor but also on the characters and worldview that make that taste memorable.
