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Samyang welcomes tourists to Myeong-dong HQ with Buldak pop-up

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By Ko Dong-hwan
  • Published KST
  • Updated KST
Samyang Foods headquarters in Myeong-dong / Courtesy of Samyang Roundsquare

Samyang Foods headquarters in Myeong-dong / Courtesy of Samyang Roundsquare

Samyang Foods is opening its new headquarters in Seoul’s Myeong-dong to the public for the first time, hosting a pop-up store for its globally popular instant noodle brand, Buldak, the company said Thursday.

The company has not previously allowed public access to the office since relocating from Seongbuk District in January.

The pop-up targets overseas visitors, offering an immersive brand experience centered on Buldak. The initiative was led by Samyang Roundsquare Vice Chairman Kim Jung-soo, who proposed opening the lobby space to strengthen engagement with global consumers.

The pop-up store, named “House of Burn,” will run from Friday to next Tuesday. It offers free tastings of key products — including Original Buldak, Carbo Buldak and Maptaeng — along with a complimentary bottled water. A lounge and powder room are also available for visitors.

Promotional poster for Samyang's 'House of Burn' pop-up store / Courtesy of Samyang Foods

Promotional poster for Samyang's "House of Burn" pop-up store / Courtesy of Samyang Foods

Entry is granted on a first-come, first-served basis, with visits limited to one hour per person.

The event coincides with an expected surge in foreign visitors this week, driven by BTS’ free concert at Gwanghwamun Square on Saturday, marking the release of its new album, “ARIRANG.”

During the pop-up period, Samyang Foods will also conduct promotional events across major tourist areas, including Myeong-dong, Gwanghwamun, Hongdae, Seongsu and Yeouido. Limited-edition tarpaulin bags will also be distributed at Lotte Mart Zetta Plex at Seoul Station, as well as selected convenience stores and duty-free shops.

“To return the support of global Buldak fans visiting Korea, we are opening our headquarters to the public for the first time with House of Burn,” a company official said. “Fans from around the world will be able to engage directly with the brand in the heart of Seoul and experience the ‘spicy joy’ and cultural values that Samyang Foods seeks to deliver.”