Peppo is a new mascot introduced by Samyang Foods for its Buldak brand, replacing longtime character Hochi after more than a decade. Designed as a red chick with a flame-shaped tuft, the character references the spicy identity associated with Buldak products.
Samyang plans to use Peppo across packaging, digital content, social media, and future brand collaborations as part of a broader intellectual property strategy. The rollout coincides with the continued global growth of the Buldak franchise, which has expanded to more than 100 countries since its launch in 2012.
The company intends to extend the character beyond food packaging through merchandise and dedicated digital platforms. Planned products include plush toys, keychains, and cushions, with additional initiatives aimed at international markets.
Flame-Topped Noodle Mascots
Peppo is the New Character Representing Samyang's Buldak Franchise
Trend Themes
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Mascot-led Brand IP — Food brands are turning signature characters into scalable intellectual property, creating new revenue potential across collectibles, licensing, and fan-driven media ecosystems.
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Spicy Snack Globalization — The worldwide popularity of bold heat profiles is reshaping packaged food branding, with culturally specific flavors becoming platforms for international fandom and localized product extensions.
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Merchandise-first Food Marketing — Character-based merchandise is blurring the line between grocery products and lifestyle goods, opening space for food companies to build recurring engagement beyond purchase occasions.
Industry Implications
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Packaged Food — Instant noodle and snack manufacturers are using entertainment-style branding to differentiate commoditized products and strengthen emotional loyalty in crowded global retail channels.
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Character Licensing — Mascot franchises connected to consumer goods are expanding licensing models, with plush toys, accessories, and collaborations turning brand symbols into standalone commercial assets.
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Digital Marketing — Social platforms and owned digital spaces are becoming launchpads for food-related characters, enabling brands to cultivate audiences through narrative content, community participation, and cross-market storytelling.