BBQ, featuring Stray Kids' Felix as a model, launches 'Phil-crunch'

The Pinnacle of 'Sweet, Salty, and Crunchy' with Global Icon Felix

Genesis BBQ Group has launched its new menu item, 'Feel Crunch,' featuring Stray Kids member Felix as its global model. Revealed on the 7th, this new menu was specifically designed to target the palates of international consumers from the planning stage. The company plans to solidify its position as a global K-chicken brand by launching the product simultaneously in both the Korean and U.S. markets.

The core of Feel Crunch's flavor lies in its caramelized onion sauce. This sauce captures both sweetness and umami, and when topped with roasted glutinous brown rice flakes and breadcrumbs, it achieves a unique crunchiness rarely found in existing chicken. It is characterized by maximizing the fun of the texture in every bite.

Coinciding with the new menu launch, the first advertising campaign video featuring Felix has also been unveiled. The commercial was produced under the concept of 'the sweet, salty, and crunchy chicken that never existed before.' By featuring a scene of Felix taking a bite of the chicken accompanied by an intense crunch sound, the ad intuitively conveys the product's texture. The advertisement will reach consumers sequentially through various digital platforms, including YouTube and social media, starting with TV channels.

The Power of K-Chicken Spreading Beyond the U.S. to 58 Countries Worldwide

With the launch of Feel Crunch, BBQ will accelerate its global market expansion. Starting with the U.S. market, the company plans to sequentially expand its sales regions to major countries around the world. Currently, BBQ is a global food franchise present in 58 countries, operating approximately 800 stores overseas.

A BBQ official stated, "Feel Crunch is a new menu item that allows consumers to experience a different kind of taste by adding a fun chewing texture through toppings to a sweet and savory sauce. Through our collaboration with global model Felix, we expect to convey the charm of premium K-chicken to both domestic and international consumers."

Marketing activities will also be carried out in various ways. BBQ is preparing promotions on its own application in connection with Felix, aiming to increase awareness of the new menu and expand the brand experience. Industry experts believe that this strategy of leveraging the influence of K-pop artists to broaden brand touchpoints will serve as a key driver in enhancing the competitiveness of K-food in overseas markets.