Wagamama has partnered with South Korean instant noodle and sauce brand Buldak to launch exclusive spicy menu items.
Wagamama is the first major national restaurant chain in the UK to partner with the TikTok-famous brand, with the collaboration officially launching in restaurants nationwide on 17 June.
The launch will see Buldak’s signature hot sauce integrated into Wagamama dishes. New menu items include a Buldak bibimbap main, which features a base of kimchee fried rice with beef brisket, baby corn, green beans and red pepper, topped with Buldak hot sauce.
This will be available alongside a new Buldak fire wings side dish. It features three chicken wings coated in the brand’s hot sauce with fried shallots, toasted sesame seeds and ramen-cut spring onions.
Wagamama will also be offering extra Buldak sauce on request to allow guests to customise their heat levels.
The collaboration looks to appeal to Gen Z consumers following Buldak’s rise to fame on social media in recent years, which has seen users posting recipe and challenge videos based around the brand’s spicy ramen.
“At Wagamama, we’re always looking for authentic ways to push flavour boundaries, and partnering with a cultural powerhouse like Buldak allows us to do exactly that,” said Wagamama senior food innovation and marketing manager Christina Connor.
“We know our guests crave the bold, high-heat experiences they see trending online, so this collab is about more than just a new sauce, creating an innovation moment that sparks real connection over shared experiences.”
Samyang Foods Europe marketing director Belén Llamazares added: “Buldak has always been a pioneer in bringing bold, intense spicy flavours that awaken all your senses. Buldak actually started its spicy revolution right here in the UK, sparking global fandom with consumers.
“Our collaboration with Wagamama fuels our common goal to bring consumers together to discover bold, new and spicy experiences.”
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