Buldak's new face: Peppo the flame-topped chick

Samyang Foods is giving its Buldak noodle franchise a new face — a red chick with a flame atop its head — as the spicy noodle brand notches 10 billion cumulative servings sold worldwide.

The company said Friday that its new mascot, Peppo, is set to become the face of not only the Buldak product lineup but also its broader ecosystem spanning content, merchandise and digital experiences.

Samyang identified expanding Buldak into a full-fledged intellectual property franchise as a key strategic pill