Do not go gentle into that good night, old age should burn and rave at close of day; Rage, rage against the dying of the light, though wise men at their end know dark is right, because their words had forked no lightning they, do not go gentle into that good night.
Samyang Foods' Buldak to return as official partner of Coachella Festival
Samyang Foods' "Buldak Crawl" / Courtesy of Samyang Foods
By Jhoo Dong-chan
Samyang Foods’ Buldak brand — known for its intensely spicy “fire chicken” ramen and sauces — will return as the official ramen and hot sauce partner of the 2026 Coachella Valley Music and Arts Festival, organizers said, marking its second consecutive year in the role and extending its distinction as the first Korean brand to secure an official partnership with one of the world’s largest music events.
The festival runs April 10–12 and April 17–19 in Indio, California.
This year’s program will center on the “Buldak Crawl,” a roaming festival experience that allows attendees to sample limited-edition dishes infused with the brand’s signature spicy flavors at multiple vendor locations across the festival grounds.
Participating food partners will include Prince St. Pizza, Rokstar Chicken, Sumo Dog, Birrieria San Marcos and Sidekicks, each offering a distinct menu item built around Buldak’s signature spice.
Offerings include a pizza slice with Buldak drizzle, tenders and honey butter fries with Buldak sauce, a Buldak Hotzilla Dog with Sumo Tots, a Buldak quesadilla and a sweet-spicy Buldak banana funnel cake.
Festivalgoers who post their experiences to social media using the hashtag #BuldakCrawlsweepstakes are eligible for prizes through a drawing.
Samyang Foods said the partnership is also aimed at broadening awareness of Buldak hot sauce as a standalone product, positioning it as a versatile condiment suited to a range of cuisines.
"Coachella is a global platform where music, fashion and food converge," a Samyang Foods spokesperson said. "Through Buldak's signature heat, we aim to offer a new culinary experience to fans around the world, while firmly establishing Buldak as a truly global brand."
Samyang Foods is the originator of Korea's first instant ramen, launched in 1963.
This article was published with the assistance of generative AI and edited by The Korea Times.