BOYNEXTDOOR continues its rise as a global hot trendsetter with Buldak!
On February 9 KST, Samyang Foods delighted fans by announcing BOYNEXTDOOR as the new global models for its iconic spicy noodle brand, Buldak, for the new campaign ‘Hotter Than My EX’.
As part of the campaign, BOYNEXTDOOR surprise-released ‘Earth, Wind & Fire (Buldak Hotter Than My EX Ver.)’, a brand new version of the title track from their second mini album, ‘HOW?’, released in 2024.
Sharing the excitement, Samyang Foods stated, “BOYNEXTDOOR is currently receiving lots of love for the way they express honest, unfiltered emotions and everyday feelings in their own unique style. Their friendly yet stimulating charm made them the perfect fit for the distinctive message of this campaign.”
Under the slogan ‘Hotter Than My EX’, the campaign playfully likens Buldak’s signature spiciness to unwavering self-confidence and self-control after a breakup. Built on the idea that Buldak delivers an intensity stronger than a former lover, the campaign elevates the brand’s heat beyond taste alone reframing it as a cultural expression of confidence, resilience, and bold attitude.
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With this partnership, BOYNEXTDOOR continues to strengthen its presence across music, fashion, and global brand campaigns, solidifying its position as one of K-pop’s fastest-rising acts.
Written by: Shrutha Keerthi E
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