the challenge
launching a new korean instant noodle brand in thailand isn’t for the faint-hearted. the market’s packed with strong local players, low prices, and loyal fans. mep, samyang’s newest sub-brand, had zero awareness, no local fanbase, and a spicy goal: win over gen z with bold korean flavor at an everyday price.

the approach
we built the campaign around one rallying cry — liberate your spice — a call for the new generation to express themselves freely, with flavor and attitude. through a 3-phase rollout of buzz, experience, and sustain, we teased audiences with fake ooh drops, a school-themed tv collab, and influencer unboxings before taking over siam square one for the main event

the experience 
the 3-day launch transformed siam square one into a neon playground with six immersive zones, from a cooking station and 7-eleven pop-ups to photo ops and k-pop performances. fans met idols, played, and tasted mep firsthand. the momentum carried on nationwide with over 100+ kol reviews, expanding retail displays, and a weekly tv series that kept the hype hot