Taiwan – Tired of your fries getting swiped? McDonald’s Taiwan has rolled out a new campaign featuring ‘Kung Fries’—a tongue-in-cheek martial art designed to help people defend their fries from sneaky fingers.
Developed in partnership with Leo Taiwan, the campaign enlisted Kung Fu master Scott Hung, known for his work in some of Taiwan’s most iconic martial arts films, to design the lessons. Hung created five easy-to-learn moves—‘Hold Your Horses’, ‘Soft as a Breeze’, ‘Strong as a Storm’, ‘Divine Finger Flick’, ‘Buddha’s Palm of Fries’, and ‘Now You See It, Now You Don’t’—drawing inspiration from disciplines such as Kung Fu, Wing Chun, Tai Chi, and Jeet Kune Do.
The moves are featured in a three-minute instructional comedy directed by Leo Wang (Breaking & Re-entering, The 9th Precinct), starring rising actor Man-Si Ho, with choreography by Hung and music by Golden Horse Award-winning composer Chris Hou.
Kevin Yang, CEO and chief creative officer at Leo Taiwan, shared, “By reimagining martial arts with a modern twist, we’ve invited the world to learn this uniquely Taiwanese take on defending your fries.”
Alongside five social media videos, McDonald’s Taiwan has also printed Kung Fries tutorials on tray mats in stores. Customers are encouraged to share stories of fry theft and their defensive tactics for a chance to win a 999 (24-karat) golden fry.
The campaign also aims to revive interest in kung fu among younger audiences in Taiwan, where the martial art has seen a decline in popularity. With content rolling out on YouTube, Facebook, and Instagram Reels, the brand is positioning Kung Fries as a playful bridge between tradition and modern digital culture.
“It is a universally known fact that McDonald’s fries are so irresistible, people are always sneaking a bite. We loved the idea of solving this timeless problem while also reviving Gen Z’s love of Kung Fu, which is a central part of Taiwan’s cultural DNA,” explained Cindy Lin, McDonald’s Taiwan CMO, Asia Business Unit.
Jason Williams, head of creative excellence at Publicis Groupe APAC, added, “With its Gen Z cast, some kick-ass moves, and lots of fries, McDonald’s Taiwan has created the ultimate Kung Fu lesson for fans in Taiwan and around the world.”
