Stronger Than Views: ‘Search Desire’ — How Buldak Turns Content into Search and Purchase
Session Overview
People do not buy simply because they saw an advertisement. When something sparks their curiosity, they search for it first. For brands, this means the real value of content is not only in generating views, but in creating a strong desire to search.
Drawing on real-world data from Buldak’s fandom-driven UGC growth and viral campaigns, this session explores how marketers can design content that moves audiences from passive exposure to active discovery.
Alex Kang will break down how format selection, creator combinations, repeated exposure and search-result visibility can work together as one connected system — turning attention into measurable search behavior and, ultimately, purchase.
The goal is not simply to make a brand visible. It is to make people curious enough to actively search for it.
Speaker
He began his career as a mobile service product manager at SK Telecom and later served in senior marketing leadership roles including CMO at 8Percent, Head of Mobile Marketing at NCSoft, and marketing business lead at Yanolja.
At Samyang, he has helped drive the global digital growth strategy of Buldak, developing new ways for fandom, creator content and cultural momentum to translate into measurable brand growth.
Today, through Samyang’s U.S. operations and Popow, he is working to productize a repeatable approach to creating viral momentum and connecting it directly to search and purchase behavior.