McDonald’s HK taps G-DRAGON for spice-fuelled menu rollout

McDonald’s Hong Kong has partnered with K-pop icon G-DRAGON to launch a Korean-themed menu offerings and collaborations with K-pop artists such as BTS, NewJeans and BABYMONSTER.

This partnership is part of McDonald's Asia chicken campaign, led by McDonald's Korea and rolled out across 13 markets in the region. By bringing together McDonald's global scale and brand heritage with the growing influence of Korean culture, the campaign introduces a uniquely Korean-inspired flavour experience to consumers across Asia.

In conversation with MARKETING-INTERACTIVE, a McDonald’s Hong Kong spokesperson said G-DRAGON was a natural choice for this campaign given his status as one of the most iconic and influential figures in global pop culture.

“Beyond his success as a K-pop artist, his impact spans fashion, art and lifestyle, making him a powerful cultural icon with broad appeal across different generations and consumer segments.”

For Hong Kong specifically, the partnership is particularly relevant as local consumers have a strong affinity for Korean culture, spanning food, K-pop, entertainment, fashion and beauty, added the spokesperson.

“Over the years, we have consistently seen positive responses to McDonald's Hong Kong's Korean-themed menu offerings and collaborations with K-pop artists such as BTS, NewJeans and BABYMONSTER. These successes have demonstrated the strong appeal of Korean culture among our customers and gave us confidence that the Asia Chicken Campaign would resonate strongly with Hong Kong consumers.”

K-pop trend

With G-DRAGON being a true icon of K-pop and a key passion point for many of its target customers, McDonald’s believes he brings an added level of cultural relevance, excitement and authenticity to the campaign. “His participation helps create a deeper connection with fans while amplifying the appeal of the Korean-inspired menu experience, making him the ideal choice for this partnership.”

Done in partnership with creative agency BBDO and media agency OMD, the partnership is designed to bring an authentic and culturally relevant Korean-inspired experience to Hong Kong consumers while further strengthening McDonald's position in the chicken category. “Korean-inspired offerings have consistently resonated with Hong Kong consumers, and we expect strong interest in the Gochujang Butter Sauce menu, driven by the popularity of Korean culture, consumers' appreciation for high-quality chicken products, and their continued appetite for innovative flavours and experiences.”

Beyond driving trial and sales, the campaign aims to deepen customer engagement and reinforce McDonald's as a destination for great-tasting chicken. “Through a combination of distinctive Korean-inspired flavours, compelling value, and immersive brand experiences, we see this as an opportunity to attract both existing customers and new audiences while accelerating growth in our chicken business.”

At the heart of the campaign is a complete Korean-inspired menu experience, featuring the new McCrispy with Gochujang Butter Sauce, Jeju Mandarin Punch with Mini Nata de Coco, Korean Bulgogi Flavored McShaker Fries, Bite-Sized Salted Caramel Churros imported directly from Korea, and OREO McFlurry with Sweetheart.

To further elevate the experience, all products are presented in specially designed campaign packaging inspired by PEACEMINUSONE signature daisy motif, combined with McDonald's iconic branding and an exclusive "MCD" heart graphic, creating a distinctive visual identity that reinforces the collaboration and encourages social sharing.

Recognising the passion of K-pop fans, McDonald’s has gone beyond the menu to create exclusive experiences that deepen engagement and build excitement. These include three limited-edition collectible photo cards available through redemption, PEACEMINUSONE collaboration merchandise, Hong Kong's first-ever McDonald's x G-DRAGON Fan Party, and a themed restaurant where invited fans enjoyed a first-hand preview of the campaign video, exclusive merchandise and themed installations.

Beyond its restaurants, McDonald’s Hong Kong wanted to create cultural destinations that invite participation from locals and visitors alike. In addition to the themed restaurant, it launched graffiti wall activations in Central and Kwun Tong, transforming everyday urban spaces into new check-in hotspots for tourists, K-culture lovers and McDonald's fans.

The campaign kicked off with a social-first teaser strategy, particularly across Instagram and Threads. To spark curiosity, the brand deliberately posted the iconic daisy visual on Instagram without any announcement or explanation. The brand is also leveraging a mix of owned, earned and paid channels, including the McDonald's app, social media platforms, digital advertising, media relations and local and GBA influencer engagement.

Following the announcement, the campaign was further amplified through a suite of G-DRAGON-led communication assets, including the Product TVC, Behind-the-Scenes content, and other exclusive creative materials. Together, these touchpoints sustained momentum, deepened fan engagement, and extended the campaign’s reach.

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