How we got here
Our story
Popow started inside Samyang RoundSquare — the group behind Buldak. Yes, that Buldak. Nobody planned for a Korean instant noodle to become a global internet moment; it happened because people online kept making things with it, in formats nobody at the company had written a brief for.
That taught us something uncomfortable: the marketing didn't make it spread. The format did. A fire noodle challenge travels because it's a format people want to make, and a brand that happens to sit inside that format travels with it. Most brands are still buying the opposite — polished assets nobody wants to remake.
So in 2024 we built Popow to do on purpose what happened to Buldak by accident. We find the meme formats that are actually moving, design a version that carries a brand without killing the joke, and put it in front of creators who can make it. Brands like Buldak have run campaigns through Popow that generated over 200 million organic views.
Today Popow runs as Samyang Popow Inc., headquartered in Los Angeles, with a creator network across the US.
We don't sell creators. We sell campaigns and formats — because that's the part that decided everything the first time around.