{"code":0,"data":[{"keyword":"SUB CATEGORY","content":"CONSUMER GOODS","is_link":false},{"keyword":"ENTRANT COMPANY","content":"INNOCEAN, SEOUL","is_link":false},{"keyword":"TITLE","content":"RIDE THE BULDAK HIGH","is_link":false},{"keyword":"BRAND","content":"BULDAK","is_link":false},{"keyword":"ADVERTISER","content":"SAMYANG FOODS","is_link":false},{"keyword":"AGENCY","content":"INNOCEAN, SEOUL","is_link":false},{"keyword":"CHIEF EXECUTIVE OFFICER","content":"JUNG A KIM","is_link":false},{"keyword":"EXECUTIVE CREATIVE DIRECTOR","content":"KI YOUNG KIM","is_link":false},{"keyword":"CREATIVE DIRECTOR","content":"EUN RYUNG CHOI","is_link":false},{"keyword":"ART DIRECTOR","content":"SI EUN LEE","is_link":false},{"keyword":"COPYWRITER","content":"SOL LEE","is_link":false},{"keyword":"AGENCY PRODUCER","content":"SEONGSU BAE","is_link":false},{"keyword":"ACCOUNT EXECUTIVE","content":"SEON JEONG MIN\/BITNAWA YU\/YOON SOO PARK\/YOON KYUNG LEE\/SANGWOO KIM\/HYE RIM BYUN","is_link":false},{"keyword":"FILM PRODUCTION COMPANY","content":"GUT, SEOUL","is_link":false},{"keyword":"DIRECTOR","content":"HYEONHENG LEE","is_link":false},{"keyword":"EXECUTIVE PRODUCER","content":"EUNJIN PARK","is_link":false},{"keyword":"FILM PRODUCER","content":"YOUNGJUN AHN\/SEOYEON KIM","is_link":false},{"keyword":"LIGHTING","content":"JINWON KIM","is_link":false},{"keyword":"POST-PRODUCTION COMPANY","content":"GIANTSTEP, SEOUL\/HYPE, SEOUL","is_link":false},{"keyword":"EDITOR","content":"SEUNGHUI NA","is_link":false},{"keyword":"SOUND PRODUCTION COMPANY","content":"KINGKONG SOUND, SEOUL","is_link":false},{"keyword":"BACKGROUND OVERVIEW","content":"To fuel the next stage of growth for the Buldak brand, we needed to build awareness of its core product, Buldak Sauce, which lagged behind the global recognition of Buldak Bokkeum Myun. With a limited budget, we needed an idea that could spread organically among young audiences worldwide.\r<br>\r<br>We believed the most effective way to achieve global reach was to create a campaign that could become a meme itself. Rather than hiding Buldak’s extreme spiciness, we embraced it. One of the most common reactions to Buldak is, “It’s so spicy, it feels like fire coming out of my butt.” We turned this raw consumer truth into our creative core—characters who eat Buldak Sauce launch fiery rockets from their backsides, fly through the sky, and escape danger powered by heat.\r<br>\r<br>To maximize shareability, all content was produced in vertical formats for Shorts and Reels, where meme culture thrives. We extended the idea beyond content through interactive experiences: a game where faster eating sent players higher into the sky with bigger rewards, and a Coachella activation where consumers physically experienced BULDAK HIGH.\r<br>\r<br>The result was a global meme, generating 337 million views, with 68.8% organic, dramatically increasing global awareness of Buldak Sauce.","is_link":false},{"keyword":"URL 1","content":"https:\/\/www.youtube.com\/shorts\/do8dTaVLmGA","is_link":true},{"keyword":"URL 2","content":"https:\/\/www.youtube.com\/shorts\/sE0-gmcUbzw","is_link":true},{"keyword":"URL 3","content":"https:\/\/www.youtube.com\/shorts\/3Da0sCyGJ94","is_link":true},{"keyword":"URL 4","content":"https:\/\/www.youtube.com\/shorts\/GJz4AZ-jxwE","is_link":true},{"keyword":"URL 5","content":"https:\/\/www.youtube.com\/shorts\/MMn7ShNsf8U","is_link":true}],"files2":[{"name":"DI01_005.mp4","type":"mp4"},{"name":"DI01_005_DI01L.jpg","type":"jpg"}],"count":2}