Bangkok, Thailand — KFC Thailand has launched a New Year campaign titled ‘Fortune Bucket’, drawing on Thai amulet culture and beliefs around good fortune to mark the start of 2026.
The campaign introduces collectible Fortune Bucket bags featuring four different lucky messages. Customers who purchase selected bucket meals from 199 baht (USD$6.35) can receive a complimentary bag, available at KFC outlets nationwide until January 28, 2026, excluding branches at Don Mueang and Suvarnabhumi airports.
As part of the campaign, KFC Thailand also held a traditional blessing ceremony led by Ajarn Karn Musikaboonlert, also known as Ajarn PoobPub, from Siamphithee. The ceremony focused on themes of wealth, health, love, and success, reflecting cultural practices associated with starting the year on an auspicious note.
The initiative also includes a new commercial featuring amulet expert M Haththep, a prominent figure in Thailand’s amulet community. The film references familiar elements from his online content before revealing the Fortune Bucket bag as the featured good-luck item.
Commenting on the campaign, Suhayl Limbada, market lead and chief marketing officer of KFC Thailand, said, “As Thailand looks ahead to the new year, themes of good fortune, positivity, and fresh beginnings naturally come into focus. That’s why, with our Fortune Bucket, we’re turning a simple moment into something more meaningful: when customers enjoy a 199-baht bucket, they receive a Fortune Bucket bag carrying a blessing to take with them, carrying one of four wishes: health, wealth, love, or happiness.
Suhayl added, “It’s our way of combining great value with a touch of fun, flavor, and optimism, because our great-tasting food should do more than fill you up, it should lift your spirits too. Most importantly, we hope this small gesture adds a moment of optimism to the start of the year, and we wish everyone in Thailand a year ahead filled with happiness, success, and joy.”
The Fortune Bucket bags feature four designs representing different blessings: Fulfilled Wishes, Good Health, Prosperity, and Success. Each qualifying bucket purchase includes one randomly selected bag.
