Samyang Noodle | Design Target Ethnography

In this ethnography, I explore the viral Korean food phenomenon of Buldak Spicy Ramen. I developed the design target by analyzing the consumption and aspirational audiences and influencers. Through thorough research of the audience and their connections to Korean culture, I identified relevant global trends. Interviews helped me uncover key tensions for the design target and identify the characteristics that make them magnetic, forming a solid foundation for brand development.