Gundam Pilots take a break in KFC Hong Kong’s new anime-themed campaign with iProspect

Hong Kong – KFC Hong Kong has once again joined forces with iProspect Hong Kong to launch a new collaboration, reimagining the legendary Japanese anime ‘Gundam Wing: Endless Waltz’ as part of the franchise’s 30th anniversary celebration.

Titled “Take a Break. Enjoy the Endless Crispy,” the campaign builds on KFC’s theme of encouraging a pause from the city’s fast-paced lifestyle. Reflecting this concept, the campaign features Gundam pilots—typically engaged in relentless battles—taking a moment to rest. The accompanying commercial blends action sequences, iconic anime lines such as “Target Lock On,” and stylised depictions of fried chicken to underscore the value of slowing down.

As part of the activation, KFC’s flagship store in Causeway Bay has been converted into a Gundam-themed space. The store features recognisable scenes from the anime, exclusive packaging, and life-sized displays for photo opportunities.

Complementing the in-store experience, the campaign introduces a collection of seven exclusive merchandise items. Designed with practical use in mind and paired with Cantonese pun-based names, the items reinforce the campaign’s core message. Leading the collection is the Wing Gundam Zero (EW) Container Bucket, featuring a luminous 3D Gundam design. Other items include an “Endless Break” wireless charger, a multi-purpose table mat, and a card holder.

The campaign also includes a user-generated content challenge that invites fans to showcase how they incorporate the themed merchandise into their daily routines. Selected participants will have the chance to win a round trip to Japan and tickets to the Osaka Expo.

Piera Chan, head of marketing at KFC HK & 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.'” 

The initiative underscores iProspect’s ongoing commitment to IP-led storytelling, backed by its integrated creative, media, and product expertise. The agency previously teamed up with KFC Hong Kong on a campaign featuring the popular Japanese anime ‘Attack on Titan: The Final Season’.

Keith Liu, group creative director at iProspect Hong Kong, added, “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.” 

Running from 3 July to 13 August, the campaign spans multiple channels, including television, digital, outdoor, print, and influencer marketing, with store-wide activations across all KFC locations in Hong Kong and Macau.