Buldak XL: B2B Pitch & Narrative Strategy
B2B Pitch & Narrative Strategy
Samyang needed to enter the EU wholesale market. There was no footage. No lifestyle material. No narrative. Just charts, data, and product specs sitting on a page with no soul connecting them.
The film needed to do three things simultaneously: reveal the product with impact, make the lifestyle feel real and aspirational without losing the Buldak identity, and position Samyang as a partner to the buyer, not a vendor pitching at them. That required building scenes from nothing.
Act one, market momentum: the film opens on the success Samyang already has in Europe and the small cups that built it, then names a new need the data shows.
Act two, the blind spot: a white space in the market matrix, the XL cups as the answer, and Peppo introduced as a spark from inside the cup.
Act three, symphony of cravings: extreme macro food shots prove the no-drain, microwave-ready preparation across the three flavors.
Act four, craving madness: absurd real-life moments where people give up their composure for the noodles, then the value math: a fair price per gram.
Act five, shelf synergy: the XL cups stand beside the small ones on a premium shelf, nothing replaced, and the film ends with an invitation to partner.
Every visual in the film was created from scratch using AI-generated cinematics and motion design.
In ideation the idea went toward a galaxy of flavors rising from every noodle cup. The AI pushed it toward abstraction. In execution the images came out like bloody brains, almost zombie-like, far from the brand's identity: crazy fun. The idea was wrong, so it was dropped, not patched.
The galaxy gave way to a new idea: a five-act, two-minute film for European buyers, built on market data, a new face called Peppo and the XL format. The fun came back, now with a business argument.
The film became Samyang's primary pitch asset for EU wholesale expansion. Stefano Tiozzo, who led the project, called it "exactly what this launch needed."
