KFC HK adds a playful twist to Gundam’s 30th anniversary celebration

Following last year’s campaign centred on the Japanese anime "Attack on Titan: The Final Season”, KFC Hong Kong has partnered with iProspect Hong Kong again to launch a new anime-themed campaign featuring "Gundam Wing: Endless Waltz", a Japanese manga series produced in 1997.

As part of the Gundam franchise's 30th anniversary celebration, the "Take a break. Enjoy the endless crispy (休戰唞唞 無盡滋味歎過夠)“ campaign runs from 3 July to 13 August across Hong Kong and Macau. It aims not only to resonate with fans but also to elevate brand engagement.

The core of the campaign centres on KFC’s message of taking a “Krispy” break from Hong Kong’s fast-paced life. Echoing this, even Gundam pilots who are known for their relentless battles are shown pausing from battle. The commercial video fuses action, iconic lines such as “目標鎖定 (Target lock on)”, and anime-style fried chicken to offer a flavourful escape and celebrate the joy of slowing down.

To further immerse fans, KFC’s flagship store in Causeway Bay has been transformed into a full Gundam-themed experience. The store features multiple iconic Gundam scenes, allowing fans to enjoy the food served in exclusive packaging while taking photos with lifesized displays.

Alongside the store transformation, the campaign has launched seven exclusive merchandise items. Each item blends practicality with pun-intended Cantonese naming to reinforce the campaign’s message of taking a well-deserved break. Spotlighting the key item in this collection is the Wing Gundam Zero (EW) container bucket, designed with a 3D representation of the Gundam and a luminous finish. Other highlights include the “Endless break” wireless charger (Endless break 無線充電座), multi-purpose table mat (放飛多用途枱墊), and card holder (掛住唞唞飛翼證件套 ).

Adding a playful twist to the campaign is a user-generated content challenge that encourages fans to share photos of how they use Gundam-themed merchandise in their work or study spaces. Winners could score a round-trip to Japan and tickets to the Osaka Expo. 

Piera Chan, head of marketing, KFC HK and Macau, said: "We are truly grateful to be part of the sought-after Gundam 30th anniversary celebration. This collaboration allows us to connect with fans while celebrating the iconic franchise. In our campaign, even Gundam pilots, known for their endless wars, take a moment to pause and recharge, echoing our KFC's brand positioning of ‘Take a Krispy break’.” 

Jan Lee, managing partner and director, dentsu Entertainment Hong Kong, said: " It’s rewarding to see a beloved anime reimagined in a way that feels fresh and emotionally engaging. This collaboration goes beyond nostalgia - it's about turning the anime’s spirit into a brand experience that resonates today. By blending storytelling, design, and cultural relevance, we aimed to create something that entertains, connects, and inspires." 

Keith Liu, group creative director, iProspect Hong Kong, said: “We wanted to create a universe where even the fiercest pilots could pause, recharge, and enjoy a crispy break. It’s a playful yet powerful way to connect with fans through design, emotion, and shared culture.” 

MARKETING-INTERACTIVE has reached out to KFC for more information. 

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This is not the first time KFC has launched an anime-themed campaign. Back in September last year, KFC Hong Kong partnered with iProspect Hong Kong to unveil a brand campaign themed around the Japanese anime “Attack on Titan the final season".  

Also known as "Krunch! Chill out and attack on!", the campaign aimed to remind workers and students in Hong Kong to take a break during their busy days.

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