Samyang Foods is opening its new headquarters in Seoul’s Myeong-dong to the public for the first time, hosting a pop-up store for its globally popular instant noodle brand, Buldak, the company said Thursday. The company has not previously allowed public access to the office since relocating from Seongbuk District in January. The pop-up targets overseas visitors, offering an immersive brand experience centered on Buldak. The initiative was led by Samyang Roundsquare Vice Chairman Kim Jung-soo, who proposed opening the lobby space to strengthen engagement with global consumers. The pop-up store, named “House of Burn,” will run from Friday to next Tuesday. It offers free tastings of key products — including Original Buldak, Carbo Buldak and Maptaeng — along with a complimentary bottled water. A lounge and powder room are also available for visitors. Entry is granted on a first-come, first-served basis, with visits limited to one hour per person. The event coincides with an expected surge in foreign visitors this week, driven by BTS’ free concert at Gwanghwamun Square on Saturday,