Buldak's New Mascot PEPPO Gets an Official Platform

Samyang Roundsquare opened PEPPO World.com, the official platform for PEPPO, a new Buldak character, on June 23, 2026. The PEPPO World Shop sold PEPPO plush toys and keychains.

In June 2026, PEPPO became the main mascot of Buldak products in South Korea. It took over the spot held by HOCHI, which had been on the front of Buldak packaging since 2014.

The two characters are linked by a shared story world. PEPPO is a chick that hatched from a red egg HOCHI laid after eating chili peppers. The flame heart on top of its head reacts to spicy flavors. In the story world, HOCHI remains PEPPO's parent.

The rights structure is also different. PEPPO is a character Samyang Ani developed in-house in 2024, so the company directly holds the IP rights outside food as well. HOCHI's rights are shared with an outside artist and company, so a separate license is needed to make non-food merchandise.

Besides PEPPO and HOCHI, Samyang Roundsquare's characters include Neng, Myojji, Yamangi and Nyamnyami.