✨ Walking All Day in Myeongdong? Take a Spicy Break.
Seoul is incredible — but your feet will tell you otherwise after a full day of exploring.
From March 20 to 24, Samyang is launching 'House of Burn' — a free, drop-in brand experience built for global Buldak fans right in the heart of Myeongdong. No tickets. No reservations. Just show up and feel the heat.
🔥 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
🏠 What Exactly Is 'House of Burn'?
House of Burn is a brand experience pop-up taking place at Samyang’s Myeongdong headquarters.
Myeongdong is now home to Samyang’s headquarters, where global visitors can experience the Buldak brand up close. Samyang recently moved its headquarters here, planting its flag in the heart of one of Seoul's most iconic neighborhoods. The pop-up was designed as a meaningful brand experience for global fans to connect with Buldak in Seoul. Under the concept ‘Make Life Spicy!’, the space was created so global visitors can comfortably stop by and experience a variety of Buldak brand content. It is especially meaningful as Samyang is opening its internal space to the public for the first time since relocating to Myeongdong.
🔥 Taste the Fire — Free Buldak at the Source
This is the main event.
Visitors can sample Samyang's most iconic lineup — Original Buldak Ramen, Carbo Buldak, and MEP — freshly prepared on-site. Visitors can enjoy tasting Buldak at Samyang’s headquarters in Myeongdong. And yes — it's completely free. 🍜
💄 Freshen Up and Stay Spicy
Exploring Seoul all day takes a toll — and House of Burn has you covered.
A powder room is available for visitors who need to recharge between stops. Fix your hair, touch up your look, and get camera-ready for your next stop. Clean restrooms are available too. Yes, really!
📸 Make Memories with PEPPO
A photo spot is set up inside for visitors to capture their visit to the home of Buldak.
Meet PEPPO — Buldak's next-generation digital character known for its unpredictable "chaos engine" personality and unique pet-peeve charm. With 230 million YouTube views and over 1.06 million subscribers, PEPPO has already won the hearts of Gen Z and MZ fans around the world. Now, you can meet PEPPO in person right here in Myeongdong. Strike your best pose, grab some fun props, and walk away with the kind of photo you'll actually want to post.
🎧 Dance to the Beat, Feel the Buldak Energy
The heat doesn't stop at the noodles.
A DJ set is ready to keep the energy going — a perfect way to wind down, dance a little, and soak in the Buldak vibes before heading back out into the city. This is Buldak culture, not just Buldak food. 🎶
🎁 Join the Events — Prizes Are Waiting
SNS-linked events are available on-site for a chance to take home real rewards.
Prizes include Buldak gift packs, Buldak sauce, and more spicy surprises. The more you engage, the more chances you get. Keep an eye out for special moments throughout the day. 🎉
⏱️ Entry is first-come, first-served. Maximum stay: 1 hour per visitor.
Explore the full Buldak lineup 🔍
🛍️ More Spicy Deals All Across Seoul
Can't stay long? The spicy perks don't stop at the door.
During the pop-up period, Samyang is running promotions across Myeongdong, Gwanghwamun, Hongdae, Seongsu-dong, and Yeouido — Seoul's biggest tourist hotspots. Purchase any Samyang product at 60+ convenience stores, select duty-free shops, or Lotte Mart Zettaplex Seoul Station to receive a limited-edition tarpaulin bag. Convenience store shoppers also get a free Buldak sauce, and buying 2+ multipack ramen at any Emart in Seoul gets you a 10% discount.
🔍 FAQ: Everything You Need to Know About Buldak's Pop-Up
Q: Do I need a reservation to visit House of Burn?
A: No reservation needed — just show up! Entry is first-come, first-served, with a maximum stay of 1 hour per visitor. We recommend arriving early, especially on weekends, as lines may form quickly. The earlier you get there, the more time you have to soak it all in.
Q: Is everything inside really free?
A: Yes — completely. Free Buldak tasting, free water, clean restrooms, and free access to everything inside — no strings attached. House of Burn is Samyang's way of saying thank you to every global fan who has kept the fire going. Just walk in and enjoy.
Q: What are the opening hours?
A: House of Burn runs 10:00 AM – 10:00 PM daily, with a short break from 3:00 – 4:30 PM. One important note: Friday, March 20 opens at 5:00 PM, so plan your first-day visit accordingly. With five full days on the schedule, there's plenty of time to stop by.
Q: Where exactly is House of Burn located?
A: You'll find it at Samyang Round Square Building 1F, Myeongdong, Jung-gu, Seoul — right in the middle of one of the city's busiest and most visited districts. Whether you're coming from Hongdae, Gangnam, or anywhere in between, Myeongdong is easy to reach by subway and hard to miss once you're there.
🌍 Buldak Is More Than Just a Spicy Noodle
House of Burn is proof of that.
Over the past decade, Buldak has grown from a viral food challenge into a global cultural icon — a symbol of boldness, confidence, and living life on your own terms. As a Samyang representative put it: "We hope visitors can experience the spicy fun and cultural value of the Buldak brand in the heart of Seoul."
House of Burn is Samyang's way of saying thank you — to every fan who has shared a bowl, posted a challenge, and kept the fire going. For five days only, the home of Buldak is your home too. 🔥
🔥 Five Days. One Address. All the Heat.
Seoul is calling. Myeongdong is waiting. And Buldak? Always burning.
Don't miss your chance to step inside the place where it all started — taste free noodles, enjoy the music, and leave with memories (and maybe some sauce). See you at House of Burn. 🌶️
📍 House of Burn Dates: March 20 (Fri) – March 24 (Tue), 2026 Location: Samyang Round Square Building 1F, Myeongdong, Jung-gu, Seoul Hours: 10:00 AM – 10:00 PM ※ Friday, March 20 opens at 5:00 PM ※ Break time: 3:00 – 4:30 PM daily
