BOYNEXTDOOR is continuing its rise as a global trendsetter after being selected as the new face of the globally popular “Buldak” brand.
On the 9th, Samyang Foods announced that BOYNEXTDOOR had been chosen as the models for Buldak’s new global campaign, “Hotter Than My EX.” According to the company, BOYNEXTDOOR’s signature honesty and stylish sensibility perfectly align with the campaign’s distinctive message, leading to their selection.
Samyang Foods explained, “BOYNEXTDOOR is loved for expressing unfiltered emotions and everyday sentiments in their own unique color. Their friendly yet trendy charm fits the differentiated message of this campaign.”
Under the slogan “Hotter Than My EX,” the Buldak brand compares its signature spicy flavor to unwavering self esteem and self control even after a breakup. Starting from the idea that Buldak is more intense than a former lover, the campaign expands the brand’s trademark spiciness beyond a simple taste sensation into a cultural symbol representing confidence and bold attitude.
As campaign models, BOYNEXTDOOR has prepared a variety of promotional activities. They newly unveiled “Earth, Wind & Fire (Buldak Hotter Than My EX Ver.),” a rewritten version of the title track “Earth, Wind & Fire” from their second mini album ‘HOW?’. The song was surprise released at midnight on the 9th, and a music video style campaign film is also set to be revealed.
Having been selected as global advertising models, BOYNEXTDOOR will also remain active on stage. Beginning with their headlining appearance at the Japanese festival ‘BEAT AX’ on the 14th and 15th, they plan to continue sweeping global stages in March, including Japan’s TBS program ‘CDTV Live! Live!’ and Taiwan’s Kaohsiung Cherry Blossom Season Music Festival.
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