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[Sports Seoul | Reporter Jo Sun-woo] Samyang Foods has unveiled the dating reality series Hit Match in the U.S., pairing its Buldak brand with entertainment.
Produced in collaboration with media platform Nectar, Hit Match brings together 10 singles — a mix of alumni from well-known reality shows and influential social media personalities. The contestants travel by Buldak bus to a desert party, where they look for potential connections.
The show’s central conceit uses Buldak’s signature heat as a catalyst for bonding. Cast members endure the spice, share candid reactions, and use those moments to gauge one another’s patience, eating habits and emotional chemistry.
The first episode premiered worldwide on Nectar’s official YouTube channel on the 11th.
Samyang Foods said the collaboration is intended to further cement Buldak’s standing as a cultural icon that resonates with global Millennials and Gen Z.
A Samyang Foods spokesperson said, “This campaign transforms Buldak’s brand spirit into cultural entertainment. We aim to give young people around the world — who value live interaction — a unique experience of enjoying and sharing Buldak together.” blessoo@sportsseoul.com
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