Samyang MEP Launches Global ENHYPEN "Feel the Kick" Campaign

Second straight year, the vampire-themed push ties MEP’s spicy “KICK” to ENHYPEN’s storyline

A still from the main advertisement for the ‘FEEL THE KICK’ campaign by Samyang Foods’ ‘MEP’ and ENHYPEN. (Photo courtesy of Samyang Foods)

Samyang Foods announced on April 28 the official launch of the MEP & ENHYPEN “FEEL THE KICK” global campaign, featuring a vampire concept with the brand’s global ambassador, ENHYPEN.

This campaign, following 2025, is the second global project with ENHYPEN, centered on the narrative that MEP’s intense ‘KICK’ awakens ENHYPEN’s vampire instincts. It is characterized by strengthening engagement with fandom-based consumers through storytelling that combines the artist’s album story with the brand’s identity. The strategy is to solidify MEP’s differentiated positioning in the global market by organically linking the artist’s IP and the brand, thereby expanding content consumption into a brand experience.

Starting with the campaign launch, Samyang Foods will sequentially release the main advertisement and behind-the-scenes videos throughout May on channels including ENHYPEN’s official Instagram, as well as MEP’s and Samyang Foods’ social media channels. The plan is to encourage voluntary participation and sharing from the Gen-Z generation with short-form content that utilizes videos highlighting each member’s personality and memes from within the fandom.

This campaign will be simultaneously rolled out in key Asia-Pacific (APAC) countries, including South Korea, Japan, Thailand, and Malaysia, as well as in the North American market. Additionally, the company will introduce the ‘MEP | ENHYPEN Limited Edition’ product featuring the ENHYPEN members, and plans to give away a limited-edition merchandise item, the ‘ENHYPEN | MEP Kick-chain’, to customers who purchase the product.

A Samyang Foods official stated, “This campaign focused on presenting content that communicates with fans, going beyond simple advertising by combining the artist’s original IP with the brand’s identity,” adding, “We will enhance the global recognition of the MEP brand through the digital content created with ENHYPEN.”

Meanwhile, MEP, a global-exclusive brand launched at the end of 2024, is a product that adds a sensational global flavor to Korean-style spiciness. It is currently being exported to major countries such as the United States, Japan, Thailand, and Malaysia, based on a lineup of eight products, and is receiving a positive response in the global market.

Choi Mun-hee