McDonald’s SG serves BTS magic with TinyTAN Happy Meals

McDonald’s Singapore has teamed up with TinyTAN, the group of animated characters inspired by BTS members RM, Jin, SUGA, j-hope, Jimin, V and Jung Kook, to launch a new line of Happy Meal toys.

The collaboration features a total of 14 collectibles, available in blind boxes, with each toy dressed in one of two special edition styles.

The 'Throwback edition' will be available from 25 September to 15 October, featuring seven designs with the characters in their classic stage outfits. From 16 October to 12 November, the 'Encore edition' will be released, spotlighting seven new designs where TinyTAN appears in McDonald’s-inspired looks.

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Each Happy Meal also comes with a limited-edition box and a QR code that unlocks the "TinyTAN digital play" experience.

The Singapore launch comes as McDonald’s rolls out the campaign across multiple Southeast Asian markets.

In Malaysia, the TinyTAN Happy Meal debuted on 18 September, with the Throwback edition available first and the Encore edition to follow. Chin Mei Lee, CMO of McDonald’s Malaysia, told A+M that the move was driven by strong fan demand.

“There’s been a lot of comments on our social media posts asking for the TinyTAN. Of course, we had to bring the global excitement to Malaysians too, especially for the ARMYs,” she said.

Meanwhile, in Indonesia, McDonald’s introduced its TinyTAN Happy Meal on 19 September under Rekso Nasional Food. The launch includes figurines of all seven BTS members alongside collector cards and a mobile game called "The power up".

Speaking on the launch, Caroline Kurniadjaja, associate director of marketing at McDonald’s Indonesia, said, “BTS is a global cultural phenomenon that inspires millions through their work and positive messages. We hope this spirit can be felt by McDonald’s Indonesia customers, whether with family, friends, or fan communities.”

The campaign is being released in two waves in Indonesia, with the 'Throwback edition' featuring outfits from the Permission to dance video and the 'Encore edition' showcasing McDonald’s-themed costumes. Fans can unlock "The power up" rhythm game by scanning QR codes on the packaging.

The TinyTAN Happy Meal is part of a global collaboration that was first announced on 19 August. It launched in the US on 3 September and will roll out across more than 60 territories, including Singapore, Malaysia, Thailand, and the Philippines, with launch dates varying by market.

This is not the first time McDonald’s has tapped into the power of BTS fandom. In 2021, the chain partnered directly with the K-pop superstars for the BTS meal, a campaign that saw global sellouts and a surge of fan-driven marketing online. The latest drop marks a return to the fandom space, this time through TinyTAN, which has become a merchandising powerhouse in its own right.

The fast-food giant has also been leaning into the K-pop wave in other markets. In April, McDonald’s Hong Kong partnered exclusively with rising girl group BABYMONSTER to launch limited-edition collectibles tied to the reintroduction of the McCrispy. At the time, a McDonald’s spokesperson told MARKETING-INTERACTIVE that BABYMONSTER, one of the most talked-about next-generation K-pop groups, embodies the cultural crossover the brand was aiming for.

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