The Spice of Street Style: Buldak’s NYC Pop-up Brings the Heat
Ah, October in Manhattan. Orange leaves, gentle breeze, sweater weather. Right? Wrong! This time, it wasn’t Global Warming. Crystal clear blue skies aside, one square block, in particular, was to blame for the rising temps. We’re talking the sweat-inducing, sinus-clearing, and tongue-burning type of heat coupled with fire ‘fit inspo.
Forget The Row sample sale. Forget a Supreme sneaker drop. Suited in vintage Prada and booted in thrifted Gucci, the trendiest New Yorkers lined up for hours to get their hands on one of the latest collectible Buldak pieces before they sold out again (as per usual). A line wrapped around Madison Square Park, and attendees began selfie-ing themselves in the queue. These snaps were social media currency. Tourists and corporate tycoons stepped aside—for these four days, the Flatiron District was spiced up with sartorial taste.
And unlike other nearby limited-time-only events, attendance didn’t cost you a month’s rent. Ticket to entry? Any condiment packet. Yes, that lone Ketchup packet from your Uber Eats order would do.
So what was all the hype? You see, the Big Apple’s style savants shut down Broadway for a chance to try the word-of-mouth popular, Internet viral, and supremely spicy Buldak hot sauce. Yes, as in the condiment. Follow us here.
The most fashionable will do anything to get their hands on virality.
This is part of a cultural phenomenon kickstarted in the nineties and noughts, cultivated in the 2010s, and just now reaching its pinnacle in the 2020s. Its name: 한류 (Hallyu). Translation: the “Korean Wave,” a global interest in all things Korean pop culture. The music, the cinema, the fashion, and, ah, yes, the food.
There’s no way around it: Gen Z is obsessed with this small peninsular nation. Worldwide, Korean is now the second most studied Asian language on Duolingo. K-pop is taking over the music charts. K-Beauty trends have social media in a chokehold. Now, Buldak is bringing yet another facet of the global fascination with all things Korea to the forefront.
For one brand alone, they’ve already produced an eye-watering amount of viral moments. After its inception in 2012, their famous (or infamous, depending on who you ask) Buldak Spicy Chicken Flavor Ramen was catapulted to global recognition with 2014’s “Fire Noodle Challenge.” The Internet readily ate up countless videos of fans attempting to finish a full package of the notoriously spicy noodles without a sip of water. For years to follow, the noodles became a staple in Mukbangs—a trendy live stream format in which viewers watch the host eat large meals that originated in, you guessed it: South Korea.
A box of ramen, being this year’s biggest trend, was not on my 2024 Bingo card. Alas, here we are. In March 2024, TikTok food critic Keith Lee and Cardi B enjoyed a bowl of Buldak Carbonara Ramen. Soon after, a young girl went viral crying tears of joy after being gifted a bubblegum pink box of Buldak Carbonara. The Internet was asking how an instant ramen packet could be so gratifying and, more importantly, where they could find it.
Perhaps that’d been the most pressing question so far. After all, following each of its viral moments, Buldak immediately sold off the shelves of every H-Mart and Walmart, leaving fans scrounging to find the highly sought-after sauce. Well, that was until now.
The elusive Buldak hot sauce—free…in Manhattan…for four days only? And no, the Internet did not forget. Before opening day, food bloggers and fashion influencers alike began a posting superstorm as the Buldak truck appeared in front of one of Manhattan’s most iconic buildings, the triangularly-shaped Flatiron Building. A rope sectioned off a two-block section of Broadway, New York’s longest and busiest street. Cars began to detour. A VIP arrival was imminent.
Thursday, October 17, 11 AM: opening hour for “The Sauce Exchange.” So Wall Street. A small circular arena emblazoned with the Buldak logo kicks off business. A baggy blue jean-ed boy and his matching companion slid their miscellaneous sauce packets (Mayo for him, mustard for her) across the counter. A Buldak broker slid four Buldak dollars back to them in exchange and motioned for them to step inside.
A line quickly grew at the food truck, serpenting across the pavement and nearing the entrance. The spicy sweetness of chili peppers fragranced the air. A cargo pant-clad duo handed in Buldak dollars and happily snagged their loot from the order window before venturing to find a free hightop table somewhere amidst the crowds.
Across the lawn, another queue formed, leading up to a towering display of noodles and sauces. The grand prize, so to speak. A couple entered the cordoned entrance, handed in two Buldak dollars, glued their arms to their sides so as not to accidentally touch anything, and hesitantly approached the Buldak-suited security guard. He stood with his back to the towering jackpot.
“Original, Carbonara, or 2X Spicy?” the Buldak bouncer asked matter-of-factly. He peered over their shoulders at the growing line. The couple collected two 2X Spicy bottles before quickly being ushered out of the roped-off section. The guard motioned for the next in line to step forward. Top-notch security was required for these hot commodities.
“We need replenishment! Stat!” another personnel barked into an earpiece. With a steady stream of fans, the tower was dwindling already. A replenishment crew quickly materialized to top off the noodles and sauces on display. Phew, crisis averted.
Just steps away, fashionistas posed for OOTDs, a bottle of Buldak as the stand-out accessory. A food blogger assembled his tripod in front of a hightop table, preparing for his next livestream. Steak bites, tacos, sliders, and two bottles of hot sauce sat ready for their close-up.
Past the mingling crowds, a girl attempted to arrange her coveted loot into her Prada Nylon Bag. Squeeze. Zip. Squeeze. Zip. She paused to inspect how to make them fit. Suddenly, it dawned on her. It was time to think outside the box—er, bottle. She unzipped the Nylon Bag and stood her two hot sauce bottles upward, peeking out of the zipper.
Forget bag charms. This is the season’s hottest accessory. If you’ve got it, flaunt it.
The heat wave is hitting the West Coast next from November 7 to 10 at the Original Farmer’s Market in Los Angeles. Click here to learn more.
