Samyang Foods has announced BOYNEXTDOOR as the models for their new global campaign, “Hotter Than My EX.” The brand cited the group’s “honesty and stylish sensibility” as the perfect match for the campaign’s message, which reinterprets Buldak’s signature spiciness as a symbol of unwavering self-esteem and confidence after a breakup.

Campaign Rollout:

• Music: A rewritten version of their hit “Earth, Wind & Fire” was released at midnight on the 9th.
• Visuals: A music video-style campaign film is set to be revealed soon.
• Events: The group will promote the campaign while continuing their global tour stops at BEAT AX (Japan) and the Kaohsiung Cherry Blossom Festival (Taiwan).