Fandom-driven sharing fuels global reach; Malaysia, Thailand, and Indonesia lead

Samyang Foods announced that ENHYPEN, the boy group acting as the MEP brand’s global ambassador, has achieved a cumulative 250 million views for the campaign 40 days after its release. The main MEP advertisement first released on the 1st showcased MEP’s diverse appeal naturally woven into ENHYPEN’s daily life.

Subsequent content featuring ENHYPEN members enjoying MEP in camping, shopping, video calls, and live broadcasts was released in sequence, driving organic fan engagement and influx. Following the release, interest in MEP videos aligned with each ENHYPEN member’s personality surged on platforms including TikTok, YouTube, Instagram, and X, amplifying the campaign’s reach.

ENHYPEN’s fandom helped sustain steady content diffusion, with local influencers contributing additional videos that expanded the global impact of the campaign. The MEP ENHYPEN global campaign video surpassed 100 million views within 18 days of release, signaling strong international traction. By day 28, views reached 200 million, and by day 40, they hit 250 million, underscoring enduring popularity.

Malaysia accounted for 32.4% of total views, ranking first, followed by Thailand with 31.4%, and then Indonesia, Japan, and the Philippines. Samyang Foods has actively pursued market entry, including officially launching the MEP brand in Malaysia last May and operating pop-up stores to bolster market presence.

With the campaign drawing favorable reactions, Thailand ranked second and other markets such as Indonesia, Japan, and the Philippines followed. Samyang Foods plans to deepen country-by-country market engagement in light of the positive reception to ENHYPEN’s global campaign.

Additionally, starting on the 13th, a promotion will offer an ENHYPEN-themed “I MAPTEN Photo” with MAPTEN product purchases through Samyang Foods’ official channels, targeting domestic market growth. A Samyang Foods spokesperson noted that the global campaign featuring ENHYPEN has driven organic engagement across social media and yielded results beyond expectations, and they will continue to engage with customers to enhance the enjoyment of ME P’s spicy flavor.