# Cheeky Valentine's Day Initiatives Buldak Debuts the Collaborative Hotter Than My Ex Campaign By Kalin Ned | Published 2026-02-10 | Pop Culture Source: Trend Hunter, https://www.trendhunter.com/trends/hotter-than-my-ex References: [finance.yahoo](https://finance.yahoo.com/news/buldak-launches-hotter-ex-valentines-160000480.html) Buldak, a company dubbed to be a "South Korea's spice master," is introducing a [seasonal marketing initiative](https://www.trendhunter.com/trends/flamin-hot-campaign) named the 'Hotter Than My Ex' campaign. This move coincides with the debut of a new brand character called [PEPPO](https://www.trendhunter.com/trends/peppo) and features a collaboration with the musical group BOYNEXTDOOR, who are "known for their relatable charm, emotional honesty, and effortless style." Buldak's Hotter Than My Ex effort includes a reimagined song, [limited-edition Valentine's Day product packaging](https://www.trendhunter.com/trends/mcbride-sisters-collection), and a social media challenge. The song component, in particular, sees BOYNEXTDOOR's hit track 'Earth, Wind & Fire' remixed as 'Buldak Hotter Than My EX Ver.' All of these elements are centered on themes of self-empowerment and confidence during the Valentine's Day period. Buldak's Hotter Than My Ex is sure to appeal to Gen Z and millennial demographics. Image Credit: Buldak ## Trend Insights (Trend Hunter) - Score: 5.7/10 - Popularity: 50% | Activity: 57% | Freshness: 65% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Pop Culture](https://www.trendhunter.com/popculture) > [Celebs](https://www.trendhunter.com/celebs) ## Key Themes ### What's Driving This Trend - **Celebrity-brand Collaborations:** Partnerships with popular music acts and influencers create co-branded content that redefines product storytelling and expands cultural relevance among younger consumers. - **Limited-edition Seasonal Packaging:** Timed, collectible packaging tied to holidays or events drives urgency and turns consumables into short-run lifestyle artifacts with resale and shareability value. - **Social Media Challenge Marketing:** User-driven challenges and remixed media formats amplify organic reach and create participatory campaigns that shift promotional power toward community creativity. ### Who This Affects Most - **Food & Beverage:** Seasonal flavor drops and co-branded releases present opportunities to blur the line between consumable products and cultural merchandise for younger demographics. - **Entertainment & Music:** Remixing songs and integrating artists into brand narratives opens avenues for new monetization models and cross-platform content experiences. - **Retail & E-commerce:** Limited runs and campaign-specific storefronts enable direct-to-consumer models that leverage scarcity and social virality to drive rapid sales cycles. ## Related on Trend Hunter - [Spicy Gen-Z-Forward Dishes](https://www.trendhunter.com/trends/panda-express-x-buldak.md) - [Experiential Marketing Campaigns](https://www.trendhunter.com/trends/campus-tour.md) - [Star-Studded Men's Fragrance Campaigns](https://www.trendhunter.com/trends/boss-bottled-beyond.md) - [Laid-Back Fan Experiences](https://www.trendhunter.com/trends/buldak-couch-time.md) - [Refreshed Barbecue Sauce Identities](https://www.trendhunter.com/trends/bachans.md) - [Co-Brandeed Promotional Campaigns](https://www.trendhunter.com/trends/flamin-hot-brands.md) - [Scannable Hot Sauce Bottles](https://www.trendhunter.com/trends/buldak-hot-sauce-packaging.md) - [Textural Romantic Candy Ranges](https://www.trendhunter.com/trends/bebeto-valentines-day.md) - [Musician-Backed Game Cards](https://www.trendhunter.com/trends/bbnos.md)