Thailand’s gamers get a taste of KFC in new ‘Free Fire’ collaboration campaign

Thailand — KFC Thailand has announced a collaboration with the popular mobile battle royale game ‘Free Fire’, launching a campaign that runs from November 10 to 26, 2025. The partnership introduces both in-game and real-world experiences for fans of the brand and the game.

As part of the campaign, KFC has unveiled the “BOOYAH Box,” a version of its Box menu featuring limited-edition Free Fire packaging. Customers who purchase the BOOYAH Box at any KFC outlet in Thailand—options include The Box All Zabb, The Box Signature, The Box All Star, and The Box All Rice, starting at 159 Baht—can also redeem exclusive in-game items.

The collaboration also features a virtual battlefield called the “KFC 4v4 Arena,” which replicates the layout of a KFC restaurant within the game. The map includes two modes: the ‘Social Zone’, where players can meet and interact in a city with a giant KFC bucket, and ‘4v4 Mode’, which offers competitive team-based gameplay. A “KFC Map Rush” event runs alongside the campaign, allowing players to accumulate points for weekly prizes, including exclusive KFC x Free Fire merchandise, until December 3, 2025.

Suhayl Limbada, market lead and chief marketing officer at KFC Thailand, said, “In the world of Free Fire, being called a ‘chicken’ is often seen as a target, the mark of an underdog or beginner. But at KFC, we’ve always stood proudly for chickens. So, this time, we’re standing up for them too. ‘Chickens for Chickens’ is our way of celebrating every player, from noobs to pros, because everyone deserves a shot at greatness.”

Suhayl added, “KFC understands today’s Gen Z gamers see gaming not just as entertainment, but as a place for self-expression and belonging. As the King of Fried Chicken in the real world, we’re stepping into the gaming universe to fuel players with the confidence, fun, and delicious power they need to play their way, no matter their level. Together with Free Fire, we’re turning every ‘chicken’ moment into a win.”

In addition to the in-game elements, KFC has staged a physical event at SPHERE Gallery 1 at EMSPHERE in Bangkok. Features include a show match with popular streamers such as GM Artto, GNO, K2J, I-Jerd, and Pecthpink, a walk-in tournament at the KFC Colonel’s Bunker, themed photo opportunities with a giant KFC bucket, and an activity zone offering missions and limited-edition prizes.

The campaign also involves Buriram United Esports, a prominent Thai eSports team. Fans can participate in a livestreamed 4v4 event alongside professional players, who will act as team captains, and take part in activities designed to enhance their gaming skills while enjoying KFC food.

Pawitporn Jianprasert, senior manager at Garena Online (Thailand) Co., Ltd., commented, “Free Fire is dedicated to crafting enjoyable experiences that resonate with every player’s lifestyle. This collaboration with KFC represents a pivotal step forward, reinforcing the concept that ‘games are more than just games’, but they are immersive worlds of experience that seamlessly integrate with real life. This is exemplified through the BOOYAH Box menu and the KFC 4v4 Arena map, which ingeniously merge the distinct identities of both brands.”

Pawitporn also added, “We are confident that this partnership between Free Fire and KFC will generate moments of joy for fans both within and outside the game, while also delivering fresh experiences to all players, thereby better meeting the evolving lifestyle demands of today’s gamers.”