Paldo Teams Up with Esports Legend Faker to Reimagine Iconic Wang Ttukkeong Noodles

Global food brand Paldo has collaborated with the legendary esports player Faker (real name Lee Sang-hyeok) as the new face of its iconic instant noodle brand, Wang Ttukkeong. Originally launched in 1990, Wang Ttukkeong is South Korea’s first lid-type container ramen and stands as a best-selling product with over 2.5 billion units sold.

The campaign marks the 35th anniversary of the Wang Ttukkeong brand, and Paldo is introducing special edition packaging featuring Faker. Starting with three flagship products — Wang Ttukkeong, the spicy kimchi-flavored version, and the fiery seafood variant commonly known as Jjamppong Wang Ttukkeong — the collaboration is expected to extend across Paldo’s entire noodle range.

The campaign’s creative concept, titled ‘Courage in a Different Class’, plays on the dual meaning of the Korean word ‘yongi’ (용기), translating to both ‘container’ and ‘courage’. In the launch video, Faker reflects, “If I hadn’t had great courage, there would be no Faker today,” setting the tone for a heartfelt and inspiring campaign. The ad concludes with him tasting the noodles and the catchphrase: ‘Wang Ttukkeong, Courage in a Different Class’.

Marketing lead Choi Han-heum from Paldo stated, “We plan to continue connecting the brand, Faker, and consumers through a variety of online and offline engagements, including talk concerts.”

The commercial featuring Faker is officially set for release on June 16, stirring excitement among esports fans and instant noodle lovers alike.