Samyang Foods is Coachella’s partner in sauce, ramen categories

Samyang Foods is now the exclusive partner of the Coachella Valley Music and Arts Festival in the sauce and ramen categories. This makes the Buldak Ramen maker the first Korean company to establish a partnership with the festival annually held at the Empire Polo Club in the Indio Central Market in Indio, California, United States.

From April 11-20, 2025, Samyang Foods will operate Buldak Ramen booths at Indio Central Market. Coachella 2025 will be held at the Empire Polo Club from April 11-13, 2025 and from April 18-20, 2025, which marks the 20th anniversary of the festival.

“Lady Gaga” Stefani Joanne Angelina Germanotta, 38, “Post Malone” Austin Richard Post, 29, and rock band Green Day will headline the event. BLACKPINK members Jennie Kim, 29, and Lalisa “Lisa” Manobal, 27, are also set to perform as solo artists.

Kim was born in Seongnam, Gyeonggi, South Korea. The road distance between Seongnam and Seoul, South Korea, where Samyang Foods is based, is around 24 kilometers.

Samyang Foods

Jeon Yung Yoon founded Samyang Foods on September 15, 1961. The company debuted the first Korean instant noodle in 1963.

In 2012, the company’s Buldak Spicy Chicken Ramen was released. In 2018, the company reached an agreement with its U.S. subsidiary Samyang USA, which paid $4.1 million in reparation.

In 2019, the company’s first overseas sales unit called Samyang Japan was established. In 2020, the new kimchi-flavored Buldak spicy noodles were released amid the new coronavirus (COVID-19) pandemic.

Coachella

In 1999,  Paul Tollett and Richard James “Rick” Van Santen founded Coachella. The festival features not only musical artists from various genres of music but also sculptures and art installations.

After going on hiatus in 2000, the festival returned as a single-day event in 2001 and became a two-day event in 2002. On December 27, 2003, Van Santen died at age 41 of flu-related complications.

In 2012, the festival expanded to six days over two consecutive weekends. It went on hiatus again in 2020 and 2021 amid the COVID-19 pandemic then returned in 2022.