Samyang Foods (003230) is stepping up marketing for its Buldak brand through outdoor activities such as running and camping.
The company said on the 26th that it had wrapped up the "Buldak Burning Festa With Pepo," held on the 24th and 25th at Samyang Round Hill in Pyeongchang County, Gangwon State.
About 1,000 people took part, including general participants and Samyang Foods employees. Corporate running clubs, families, friends and couples joined trail runs, camping and food programs. Samyang Foods Chairwoman Kim Jung-soo and Executive Vice President Jeon Byung-woo also completed the 13-kilometer trail run course.
The venue featured an experience zone built around Pepo, a new Buldak character. Participants took photos at photo zones, received character merchandise and joined games such as Buldak Punch and Pepo Touch. The Pepo goods on hand ran out about an hour after the event began, and roughly 1,000 game prizes were also claimed early.
A burning ceremony and camping programs followed in the evening, and wellness sessions including yoga and singing bowls were offered on the final day. The event was designed to go beyond food and hands-on activities to combine outdoor pursuits with rest.
Samyang Foods said the event let consumers experience the Buldak brand across a range of leisure activities. The company plans to continue rolling out content featuring Pepo to keep engaging with consumers.