Campaign video surpasses 250 million views in 40 days, with Malaysia and Thailand leading viewership

Samyang Foods announced that its ME P global campaign video, featuring boy band ENHYPEN, surpassed 250 million views 40 days after the video’s release. The main advertisement released on the first day of last month integrated the product into ENHYPEN’s everyday life.

Within 18 days of release, the video exceeded 100 million views; by day 28 it had reached 200 million views, and by day 40 it hit 250 million views. On platforms such as TikTok, YouTube, Instagram, and X, engagement and sharing of related content were concentrated.

Malaysia accounted for 32.4% of total views, the highest share, while Thailand accounted for 31.4%. Other interested markets followed in Indonesia, Japan, and the Philippines.

Samyang said its local marketing, including officially launching ME P in Malaysia and operating pop-up stores in May, contributed to the strong reception. The company plans to intensify market-specific strategies for each country based on the momentum of the campaign.

Experts said campaigns that use K-pop idols can boost fandom loyalty and user-generated content, translating into higher brand awareness and sales. TBWA Korea handled the campaign, with Planit Production as the producer.