5 Ways to skyrocket your brand out of a "boring" category

Some brands are born exciting. Liquid Death, Red Bull, MTV. Others? Not so much… Some categories just don’t allow the same level of excitement as a high-octane energy drink or the literal home of rockstars.

But just because your category feels stale, doesn’t mean your brand has to be.

Case in point: instant ramen. It used to be a product stuck in the realm of mediocrity. Cheap, convenient, and mostly relegated to dorm rooms and broke-phase survival. Then came Buldak—Samyang’s fiery noodle brand—that didn’t just revive the instant noodle category but rebranded it entirely. According to the company’s regulatory filing, Samyang Foods’ revenue for 2024 stood at 1.73 trillion ($1.19 billion), up 45 percent from a year earlier.

That’s because eating Buldak became about proving something. It’s a challenge. A flex. A badge of honour. Because Samyang's spicy noodles are quick to turn a self-professed spice handler to a whimpering mess. So, how did Buldak take the brand from a basic pantry item to a cultural event?

And, more importantly, how can your brand go from ho hum to one everyone’s talking about?

1. Make your product an experience

Most brands in “boring” categories sell themselves on practical benefits—affordability, convenience, effectiveness. Yaaaawn. Buldak, on the other hand, turned their product into a dare.

Back in 2014, a British YouTuber known as the “Korean Englishman” uploaded a video that would give birth to the infamous “fire noodle challenge.” The trend took over YouTube, TikTok, and Mukbang culture - with people suffering through the spice for entertainment. Just like that, Buldak was more than food. It was more than spice. It was a social spectacle.

The lesson? If your category feels uninspired, rethink the role your product plays. Can it be interactive? Competitive? Shareable? The more an audience can do with your brand beyond just consuming it, the more likely it is to spread.

2. Lean into challenge culture

Buldak’s rise coincided with the peak of internet challenge culture (think Kiki and the milk crates era.) Instead of just hoping people would like their noodles, they dared consumers to survive them. This goes beyond marketing and into gamification territory.

The lesson? Challenges create hype. They invite participation, fuel engagement, and provide endless UGC. So, how can you apply this to your product?

3. Embrace scarcity

Buldak keeps the hype alive by continuously dropping new flavours—carbonara, Jjajang, cheese, even a limited-edition pink rose variant. This transforms their noodles into a collectible, making every new drop an event.

When the demand for Buldak began to soar in the U.S., Samyang Foods said it was “to the point where supply struggled to keep up,” only adding to the desire for people to get their hands on the product.

The lesson? Limited runs, exclusive variations, or seasonal drops keep customers coming back for more. If your product stays static, so will interest.

4. Let the internet do your marketing

Samyang didn’t need a massive ad budget to make Buldak a success. They had something better—organic, fan-driven content. The noodles were so spicy that people just had to share their reactions online, and the internet took care of the rest.

The lesson? The best marketing doesn’t feel like marketing. If your product is inherently engaging, consumers will do the legwork. What element of your product could be used for virality? Extreme flavours, interactive elements, or meme-worthy branding?

5. Ride cultural trends

Buldak rode the global wave of Korean pop culture. With K-pop, K-dramas, and Korean beauty dominating globally, people were already eager to try more Korean food. Buldak became part of that cultural export.

The lesson? Find where your brand intersects with a larger cultural movement and tap in. Don’t force relevance—align with trends that already have momentum.

Buldak didn’t make instant noodles better; they made them exciting.

If you feel stuck in a tired category, ask how you can make your brand more of a moment. Because the brands that break out are the ones that give people something to talk about.

-Sophie, Writer