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Project Overview
This research explores the rapid rise of Buldak Ramen, a spicy Korean instant noodle brand, by analyzing its impact on TikTok and Reddit. It examines how the brand harnessed these platforms to build a loyal following, spark viral trends, and drive significant market growth.
Key Insights
Buldak’s success extends beyond its spicy flavor—strategic use of TikTok and Reddit drove global engagement and visibility beyond traditional marketing.
- TikTok’s Role: TikTok’s algorithm rapidly boosted Buldak’s popularity through user-generated content, with food challenges and creative recipes quickly going viral.
- Influencer Boost: Micro-influencers like ddo.sol brought Buldak to millions with engaging Mukbang videos, acting as brand ambassadors
- Reddit Engagement: Reddit fostered loyalty among consumers, with users sharing recipes, debating flavors, and tracking product availability, deepening community connections.
- Cross-Platform Success: Parallel trends on TikTok and Reddit highlight sustained interest across platforms, reflecting Buldak’s growing and lasting popularity.
Recommendations
- Leverage Cross-Platform Promotion: Buldak Ramen’s success on TikTok and Reddit highlights the value of building community across platforms. Adopt cross-platform strategies to maximize reach, foster engagement, and maintain brand visibility.
- Boost Influencer Partnerships: Collaborate with micro-influencers with engaged foodie audiences. Buldak’s success on TikTok shows that these influencers can effectively enhance brand visibility and drive meaningful engagement.
- Encourage User-Generated Content: Buldak thrives on user-generated content, such as recipes and reviews, keeping its community active and engaged. Inspire similar participation through contests, challenges, and interactive campaigns.
March 2024 – Present