Samyang Foods announced on the 2nd that they have appointed the boy group ENHYPEN as the first global ambassador for the 'MEP' brand. This appointment is part of a strategy targeting the global MZ generation.

ENHYPEN is a seven-member boy group under Belift Lab, known for entering Coachella in the shortest time as a K-pop boy group after their debut and holding dome tours in three cities in Japan, setting various records. They released their sixth mini-album 'DESIRE : UNLEASH' last June, achieving their second double million-seller and solidifying their status as a leading group.

Samyang Foods plans to conduct campaigns targeting major overseas markets with ENHYPEN. Through this, they will carry out various activities to strengthen the global status of the MEP brand. On the 27th of last month, Samyang Foods released a teaser video featuring the silhouettes and voices of ENHYPEN members on their official social media channels. The video recorded over 2 million views within three days of its release.

Additionally, the official main advertisement for the MEP brand featuring ENHYPEN was unveiled. The ad expresses the flavor highlight of the MEP brand as a "Kick," emphasizing the brand's characteristics with the slogan "Kicks In Every Bite." It highlights the MEP products naturally blended into ENHYPEN's daily lives and raises expectations for the brand's future by showcasing the charm of MEP that harmonizes with each member's individuality.

Starting next week, Samyang Foods will release short videos for each MEP product and behind-the-scenes footage from the shoots, officially launching the global campaign activities. Video content featuring ENHYPEN can be viewed on the MEP brand's TikTok channel and Samyang Foods' global Instagram and YouTube.

The MEP brand, launched at the end of last year as a global brand, is inspired by the spiciness of K-food, adding a sophisticated global flavor to Korean-style heat to offer new enjoyment to people worldwide. Currently, it has a lineup of eight products, including Mala Jjamppong, Garlic Shrimp, Black Pepper Chicken, and Red Pepper Chicken Cilantro, and exports to more than 15 countries such as Thailand, Japan, and Malaysia.

ENHYPEN stated, "Each MEP product has a distinctive flavor with a kick point, which is very attractive," and added, "As the first global ambassador for MEP, I will take responsibility and continue various activities to widely promote the taste of the MEP brand."

A representative from Samyang Foods said, "We plan to carry out various marketing activities so that the MEP brand can grow into the second Buldak brand together with ENHYPEN, who are gaining popularity worldwide."