BOYNEXTDOOR has been unveiled as the global campaign model for Samyang Foods’ flagship Buldak brand, marking another commercial milestone for the six-member group as they continue expanding their international footprint.

The partnership centres on Buldak’s new worldwide campaign, titled “Hotter Than My EX.” Framed around themes of confidence and emotional reset, the campaign leans into BOYNEXTDOOR’s approachable yet self-assured image. Known for translating everyday feelings into sharp, conversational pop, the group’s tone aligns closely with the brand’s punchy, high-heat identity.

As part of the rollout, BOYNEXTDOOR released a reworked version of their track “Earth, Wind & Fire,” retitled “Earth, Wind & Fire (Hotter Than My EX Ver.).” The members took part in rewriting the lyrics for the campaign edition, reshaping the original with a more playful, assertive edge tailored to the concept. The result functions less as a standard endorsement tie-in and more as an integrated brand collaboration, embedding the campaign message directly into the music.

A campaign film styled as a music video was released alongside the track, extending the collaboration visually. The film is currently being featured on a billboard in New York’s Times Square, signalling the global scale of the campaign and reinforcing the group’s increasing visibility outside Asia.

The appointment follows a year of sustained commercial and chart growth for BOYNEXTDOOR. Debuting under KOZ Entertainment, founded by ZICO, the group has built momentum across consecutive releases. Their EP WHY.. marked their entry onto the Billboard 200, with subsequent projects HOW? and 19.99 climbing progressively higher, the latter becoming their first million-seller. In 2025, No Genre delivered a second consecutive million-selling week, while The Action extended that streak to three in a row.

Beyond sales metrics, the group has also broadened its performance reach, including a set at Lollapalooza Chicago in August. The Buldak campaign positions them within a different but equally strategic space – global consumer branding – where music identity and market visibility increasingly intersect.