BOYNEXTDOOR officially released the music video for “Buldak Hotter Than My EX Ver. (Original song: Earth, Wind & Fire)” on February 11.
On February 9, Samyang Foods announced that BOYNEXTDOOR had been selected as the new global campaign ambassadors for their Buldak brand, under the campaign titled “Hotter Than My EX.” The company highlighted that the group’s unique blend of candidness and stylish charm perfectly aligns with the campaign’s distinctive message.
A spokesperson from Samyang Foods explained, “BOYNEXTDOOR has captured widespread love by expressing genuine emotions and everyday sentiments in their own unique style. Their approachable yet stylish appeal matches the differentiated message we aim to convey in this campaign, making them ideal models.”
The Buldak campaign, with the slogan “Hotter Than My EX,” draws a parallel between the brand’s signature spiciness and unwavering self-confidence after a breakup. Starting from the idea that Buldak can be more intense than a former partner, the campaign elevates the fiery taste into a cultural code symbolizing boldness and self-assurance.
As part of the campaign, BOYNEXTDOOR has prepared various activities. Notably, they released a reimagined version of the title track “Earth, Wind & Fire” from their second mini-album 'HOW?,' retitled “Earth, Wind & Fire (Buldak Hotter Than My EX Ver.).” The track was dropped at midnight on February 9, followed by the official campaign video in MV format on February 11.
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