Buldak Riders Activation
Role: Senior Copywriter
I worked with the team behind the creative messaging for Samyang Buldak's Street Riders activation, developing campaign copy for an experiential stunt that brought the brand's iconic mascot Hochi to the streets of New York City on branded mopeds. The activation generated buzz by surprising fans with free Buldak sauce samples while translating the brand's bold, playful personality into a memorable real-world experience.
Experiential gets spicy
Sometimes the best way to build a brand isn't through another ad—it's by creating a moment people can't help but remember. Street Riders used an energetic, street-level approach to turn New York City into the campaign, inviting real-world interactions that felt authentic, entertaining, and inherently shareable.
