Samyang Foods is launching 'House of Burn', a brand experience pop-up for global visitors, at the lobby of its Myeongdong headquarters from Friday, March 20 through Tuesday, March 24, 2026.
This marks the first time Samyang has opened its Myeongdong office space to the public since relocating its headquarters to the neighborhood. Designed under the concept 'Make Life Spicy!', the pop-up invites international visitors to experience the Buldak brand up close — in the very district where the idea for Buldak Ramen first came to life.
🔥 Buldak — Experience Buldak at Samyang’s Myeongdong headquarters
🍝 Tangle yourself in a world of spicy fun, just steps from where you're standing
🥡 Samyang is opening its space — just for you, for five days only
🔥 Everything Buldak, Under One Roof
Visitors can sample Samyang's flagship lineup — Original Buldak Ramen, Carbo Buldak, and MEP — prepared fresh on-site at no charge. Complimentary water is provided to all guests.
For travelers mid-way through a long day of exploring Seoul, a lounge and powder room are available on-site to rest and refresh before heading back out.
A photo booth featuring PEPPO — Buldak's next-generation digital character with over 230 million YouTube views and 1.06 million subscribers — offers a dedicated space for visitors to capture their visit. SNS-linked events with prizes including Buldak gift packs and Buldak sauce are also available throughout the day.
A DJ set rounds out the experience, bringing the energy of Buldak culture beyond the bowl.
-> Entry is first-come, first-served. Maximum stay per visitor: 1 hour.
Explore the full Buldak lineup
🛍️ Citywide Promotions Across Seoul
Alongside the pop-up, Samyang is running promotional campaigns at key tourist destinations throughout the city — including Myeongdong, Gwanghwamun, Hongdae, Seongsu-dong, and Yeouido.
Customers who purchase Samyang products at over 60 convenience stores, select duty-free shops, or Lotte Mart Zettaplex Seoul Station will receive a limited-edition tarpaulin bag, while supplies last. Convenience store purchases also include a free Buldak sauce. Shoppers buying two or more multipacks at any Emart in Seoul are eligible for a 10% discount.
🔍 House of Burn — FAQ
Q. Do I need a reservation to visit, or can I just walk in at any time during the event?
A. No reservation required. Entry is first-come, first-served, with a maximum stay of one hour per visitor.
Q. Is it possible to purchase Buldak products directly at the pop-up, or is it purely a tasting and experience space?
A. House of Burn is a tasting and brand experience space. For purchases, please visit nearby convenience stores, Emart, or duty-free shops participating in the citywide promotion.
Q. Where exactly can I pick up the limited-edition tarpaulin bag, and do I need to make a specific purchase to receive one?
A. Available at 60+ convenience stores across Myeongdong, Gwanghwamun, Hongdae, Seongsu-dong, and Yeouido, as well as select duty-free shops and Lotte Mart Zettaplex Seoul Station — with any Samyang product purchase, while supplies last.
📍 Visit the Home of Buldak
Myeongdong is where the idea for Buldak Ramen was born — and for five days only, Samyang is opening its doors to the global fans who have kept that fire burning.
📍 House of Burn Samyang Round Square Building 1F, Myeongdong, Jung-gu, Seoul 📅 March 20 (Fri) – March 24 (Tue), 2026 🕐 10:00 AM – 10:00 PM daily ※ March 20 (Friday): doors open at 5:00 PM ※ Daily break: 3:00 – 4:30 PM 🎟️ Free admission — no reservation required
Explore the full Buldak lineup
