It started innocently enough. We were running errands, making a quick stop at the supermarket before heading home. As we navigated the aisles, my son, barely old enough to tie his shoelaces, turned to me with excitement:

“Mum! Can we get Buldak Ramen? The really spicy one?”

I blinked. “The what?”

“The Buldak Ramen! It’s really cool. I saw it on YouTube.”

South Korean trends have made significant inroads into youth culture worldwide, and Buldak Ramen has become a viral sensation among kids.

This surge in popularity is part of the larger “Korean Wave,” or “Hallyu,” which refers to the global spread of South Korean culture. Beyond the well-known K-pop music and K-dramas, this wave encompasses various aspects of Korean culture, including its cuisine. The Buldak Ramen challenge, where individuals film themselves attempting to eat spicy noodles, has become a trending topic on platforms like YouTube and TikTok, captivating young audiences and encouraging them to engage in the experience.

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Marketing to children is big business; brands have perfected tapping into their impressionable minds.

Once, they relied on Saturday morning cartoons to promote their sugary cereals and fast-food meals. Now, digital platforms have taken over. Brands reach kids through influencer videos, viral social media challenges, interactive websites, and mobile games that sneak in product placements.

Unlike adults, children cannot critically evaluate advertising. Their young minds absorb marketing messages as fact.

If an influencer they admire eats a particular snack or promotes a trendy food challenge, they also want to be part of the experience. Companies know this. They capitalise on children’s enthusiasm and curiosity, seamlessly embedding their products into entertainment so kids don’t even realise they’re being targeted.

Some brands have made efforts toward ethical marketing. McDonald’s now offers fruit options, and some fast-food chains promote healthier grilled alternatives. But does offering a few ‘better’ choices justify continuing to market to children, even if it’s legal?

The ethical dilemma lies in intent. Are companies genuinely trying to create better food options, or are they simply finding new ways to hook young consumers early?

Many brands tread a fine line between responsible advertising and exploitation, and as parents, we must navigate this tricky terrain. Awareness is our strongest defence in a world where marketing to children has become increasingly sophisticated.

We must teach kids to think critically and question the message rather than absorb it. The real power lies in teaching them to ask, “Does this actually benefit me?” because when they learn to separate clever marketing from real value, they’re already winning.

Madge

References:

Kotler, P. and Armstrong, G., 2010. Principles of marketing. Pearson education.

The Washington Post (2024) ‘Buldak Ramen spicy noodles Korea’, The Washington Post, 19 June. Available at: https://www.washingtonpost.com/food/2024/06/19/buldak-ramen-spicy-noodles-korea/ (Accessed: 20 February 2025).