BOYNEXTDOOR are bringing the spice — literally. The rising K-pop group was unveiled as the global campaign model for Samyang Foods’ iconic Buldak brand, fronting its new worldwide campaign, Hotter Than My EX.
The high-energy rollout sees BOYNEXTDOOR stepping into their most fiery collaboration yet, pairing their relatable charm with Buldak’s bold, no-holds-barred heat. The campaign leans into confidence and charisma — two qualities fans know the group delivers effortlessly.
As part of the collaboration, BOYNEXTDOOR dropped a special campaign version of their hit track, ‘Earth, Wind & Fire’, reimagined as ‘Earth, Wind & Fire (Hotter Than My EX Ver.)’.
The members participated directly in rewriting the lyrics for this version, adding their own perspective and personality to match the campaign’s punchy message. It’s a fresh spin that keeps the original’s energy intact while turning up the heat to Buldak levels.
Styled like a full-fledged music video, the accompanying campaign film was unveiled today, serving up dynamic visuals and signature BOYNEXTDOOR swagger.
In a major flex, the video is also now being showcased on a billboard in New York’s Times Square — marking a global moment for both the group and the Buldak brand.
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