McDonald’s Korea launches campaign with G-Dragon — Korea Herald
In South Korea, McDonald’s Korea has launched a campaign with K-pop artist G-Dragon dedicated to a sauce made with spicy Korean gochujang paste and butter. The company plans to gradually expand the concept to 13 Asian markets, including China, Vietnam and Indonesia.
New burgers and sauce
As part of the campaign, McDonald’s Korea introduced two new chicken burgers — McCrispy Gochujang Butter and McSpicy Gochujang Butter — as well as the gochujang butter sauce as a separate option. As reported by Korea Herald, McCrispy Gochujang Butter contains a Cajun-seasoned chicken thigh patty, sauce and Colby Jack cheese. McSpicy Gochujang Butter includes a spicy chicken breast patty, the same sauce and cheese.
The company explained its choice of gochujang by growing international interest in Korean flavors, especially among young consumers who share such experiences on social media.
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Adaptation for Asian markets
In each of the 13 countries participating in the campaign, McDonald’s will develop its own menu items based on the gochujang butter sauce, taking into account local tastes and market characteristics. McDonald’s Korea called the campaign a step toward expanding a menu developed in South Korea to other Asian markets.
Later this month, the company also plans to release a limited merchandise collection together with Peaceminusone, a fashion and lifestyle brand founded by G-Dragon. McDonald’s Korea said details of the collection would be announced later.
