Mega + General Creator Hybrid TikTok Social Presence Breakthrough Campaign
Five core segments this campaign must reach and activate.
Buldak Marketing + IMX leads overall campaign operations, while Popow serves as planning partner supporting the micro/nano creator relay mechanism.
In addition to global mega talent, 4 locally verified Buldak mukbang creators are recommended based on internal data.
Theme 1. Taste Stimulation
Theme 2. Recipe Tutorial
Theme 3. Lifestyle Meme
The growth challenge itself is designed as a dramatic audience-participation content arc. All daily missions are 100% Buldak Brand Twist themed.
Asher Lara and other mega candidates each lead independently.
Buldak Brand Twist themes are recommended; each creator's unique vision and creativity shapes the campaign design.
Each mega creator's daily mission is distributed to general creators as a spin-off challenge.
| Element | Description |
|---|---|
| Challenge Goal | Each participating mega creator achieves either 100K followers on a new TikTok account within 30 days, or 10M cumulative views using only Buldak content. |
| Mission Character | Daily missions actively incorporate Buldak Brand Twist themes, while fully reflecting each mega creator's unique creative vision and personality. |
| Cross Storytelling | Raw daily challenge footage posted as short-form on TikTok; weekly long-form YouTube uploads covering algorithm analysis and honest behind-the-scenes. |
Taste Stimulation, Recipe Tutorial, and Lifestyle Meme — validated through Buldak's actual EDA — are mapped as campaign themes.
| UGC Format | Campaign Theme | Core Content |
|---|---|---|
| Taste Stimulation | Theme 1. The Hotter, The Better | Scoville-level conquest drama and challenge completion under extreme conditions |
| Recipe Tutorial | Theme 2. Twist Your Flavor | Bold mix recipes combining US local ingredients with Buldak sauce |
| Lifestyle Vlog / Meme | Theme 3. Spice Up Your Story | Short-form sitcom resolving awkward everyday situations with Buldak noodles |
Only 31.5% of total Buldak TikTok posts, yet it dominates 60.6% of total views — the strongest ROI format. Reframes Buldak's extreme spiciness from pain into a story of challenge and achievement.
The #1 format by view share within the non-spicy genre. Creators like haileyateit (10.1M views) and soloramentokyo (8.0M views) prove mid-size creators can achieve outsize results. Daily experiments pairing US local ingredients (mac and cheese, tacos, bagels, fried chicken, etc.) with Buldak sauce.
An outlier format with explosive potential — a nano creator with only 56 followers generated 1.4M views purely through wit and direction. Buldak invades the mundane, boring moments of Gen Z daily life and twists everything into something spicy and comic.
4 global top influencers and 4 internally validated local Buldak mukbang creators as candidates.
Verified creators with proven view performance and Buldak relevance in the US local mukbang/food scene.
Buldak Marketing leads the full project; Popow joins as growth platform and micro/nano creator network partner.
| Owner | Role |
|---|---|
| Buldak Marketing & IMX | Overall campaign budget approval and marketing goal alignment |
| Buldak Marketing & IMX | Direct partnership agreements and management with main challengers |
| Buldak Marketing & IMX | Brand suitability review of daily Buldak missions and secondary boosting via official Buldak channels |
| Popow Division | Provide trending format proposals and daily challenge scenario drafts based on Buldak UGC data analysis |
| Popow Division | Provide digital environment for micro/nano creators to participate in relay spin-offs via the daily challenge hub |
| Popow Division | Referral Loop, 7-Day Qualification, Verified Flex Badge systems with Supabase/CRM infrastructure for reward settlement |
| Popow Division | CRM dispatch to drive continuous participation within 48 hours upon reaching 100K views |
Key decisions, organizational assignments, and CMO handoff points agreed upon in the 2026.05.27 pre-briefing with SVP Jeon and CEO Jang.
Apple-to-apple comparison (Jan–Apr 2025 vs Jan–Apr 2026) shows content count hasn't dropped. The core risk is motivational decline — the same actions now yield 50K views instead of 100K.
Based on the Coachella campaign and "Hotter Than My X" case study, we acknowledge that derivative content and engagement only emerge when a base campaign exists.
An existing mega creator starts a clean account and accumulates 10M views with Buldak content over 30 days, with a Stage 1/2 structure and additional rewards.
Maintain view-based competition metrics; rewards designed around non-commercial prestige — Times Square exposure, red carpet pickup, Korea travel, etc.
In the US market, position as a spicy category expansion rather than K-food association — broadening the spicy spectrum to include wasabi, cuzz spice, and beyond.
Partially combine Spark Ads to reduce algorithm manipulation risk; pursue partnership campaign through TikTok US HQ and TikTok LS contacts.
Capture today's data slides as photos and send to SVP Jeon immediately.
ImmediateCompile meeting content and share with CMO + IMX + Platform Strategy teams in a format ready for planning development.
TodayThe same view competition can look either commercial or entertaining depending on packaging — prioritize developing the announcement and theme design.
Planning LeadSplit the 30-day challenge into Stage 1/2; create a structure that rewards creators who reach a set threshold in Stage 1.
Planning LeadExplore prestige rewards with low commercial feel: Times Square surround bidding, flex carpet pickup, Korea travel, etc.
Planning LeadBroaden the spicy spectrum to include wasabi, cuzz spice, and others — incorporate into campaign themes and mission design.
Planning LeadEnter Spark Ads partnership discussions through TikTok US HQ contacts and TikTok LS contacts.
Partnership EntryMaintain current Buldak regional monitoring and monthly reporting operations.
OngoingPopow participates under CMO + IMX lead during the nano/micro expansion phase.
Expansion PhasePer CEO Jang's comment, Popow maintains a supporting role and avoids over-investing in this PoC execution.
Operating PrincipleThe conclusion of this briefing is to hand this off not as a Popow-led PoC, but as a mega boosting campaign plan that CMO + IMX can lead.