Cardi B’s TikTok makes Korean noodle maker’s stock rise 30%

Samyang Food Co., a Korean instant noodle company, saw its stock skyrocket after rapper Cardi B  posted about it.

On March 20, the 31-year-old artist released a video with prominent food review influencer Keith Lee discussing the company’s signature Buldak noodles. In the video, the two acknowledged the noodles’ popularity, with the rapper recounting the lengths she went to obtain the product.

She said, “I’ve been seeing these Buldak carbonara-flavor noodles all over TikTok, all over social media. I drove 30minutes—well, l somebody drove me, to a H Mart so I can finally get it.” The post went viral and has gathered a little over 1.3 million likes.

The Grammy winner and Keith added mozzarella cheese and milk as the recipe called for, however they weren’t big fans of the spicy dish.

Nonetheless, following their unsponsored social media marketing, the company’s stock rose 30 percent, surpassing longtime rival NongShim Co. with a new market valuation of $2.5 billion, according to Bloomberg. This is a first for the company since the 1980s.

Samyang anticipates that U.S. sales of the product will continue to expand. The product is presently available at major U.S. shops including Walmart, Costco, and Sam’s Club and will soon be distributed at other large grocers.

The popular rapper’s influence helped the instant noodle product increase sales by 50%. The brand also released a less spicy version of its famous ramen, expanding its appeal to U.S. consumers.