BOYNEXTDOOR Becomes the New Face of Buldak's Global Campaign 'Hotter Than My EX'

K-pop sensation BOYNEXTDOOR has been announced as the new face of the global campaign for Buldak, a popular Korean food brand known for its spicy flavors.

On November 9, Samyang Foods revealed that BOYNEXTDOOR members Seongho, Liu, Myung Jaehyun, Taesan, Lee Han, and Unhak will be the models for Buldak's new global campaign titled 'Hotter Than My EX'. The collaboration between the globally loved K-pop group and the renowned K-food brand is expected to create a powerful synergy.

Samyang Foods stated, "BOYNEXTDOOR is loved for their genuine emotions and everyday sentiments expressed in their unique style. Their approachable yet stylish charm aligns perfectly with the distinctive message of this campaign."

The Buldak brand's campaign, under the slogan 'Hotter Than My EX', draws a parallel between the brand's signature spiciness and the confidence and self-control one maintains post-breakup. The campaign aims to expand Buldak's spicy flavor from a mere taste sensation to a cultural symbol of boldness and self-assurance.

As campaign models, BOYNEXTDOOR has prepared a variety of activities. They have released a new version of their mini-album's title track, 'Earth, Wind & Fire', titled 'Earth, Wind & Fire (Buldak Hotter Than My EX Ver.)', available on various music platforms and social media from midnight on the 9th. Additionally, they plan to produce a campaign video in the style of a music video to enhance viewer engagement.

BOYNEXTDOOR will headline the 'BEAT AX' festival in Japan on November 14-15 and will perform at Japan's TBS 'CDTV Live! Live! Spring Festival 2026' on December 7, followed by the '2026 Kaohsiung Cherry Blossom Season Music Festival' in Taiwan on December 13. Having connected with global music fans through their solo tour and performances at events like 'Lollapalooza Chicago', anticipation is high for their activities this year.

Reported by Kim Ji-won, TenAsia one@tenasia.co.kr