Bangkok, Thailand – KFC Thailand marked Chinese New Year with a campaign and on-ground activation centred on a limited edition product and sensory experiences.
The launch event, titled “KFC Crack the Crunch: Chinese New Year Festival”, was held at the Tiger God Shrine in Sam Yan. As part of the campaign, KFC introduced a limited edition pre-order item, the Whole Fried Chicken, available at selected branches. The product reinterprets chicken traditionally used as a worship offering during Chinese New Year, presenting it in the brand’s signature fried format.
Alongside the Whole Fried Chicken, KFC also rolled out the Heavenly Chicken Bucket, which was made available nationwide until 16 February.
Suhayl Limbada, chief marketing officer at KFC Thailand, said, “Chinese New Year is one of the most meaningful celebrations of the year, so we asked ourselves a simple question: how do we celebrate it in a way that’s unmistakably KFC? The answer was obvious—Whole Fried Chicken.”
A key feature of the Sam Yan activation was a sensory installation that replaced the sound of firecrackers with the crunching sound of fried chicken. According to the company, the concept aimed to reflect changing lifestyle preferences, including sensitivity to loud noises, while maintaining the celebratory atmosphere.
An oversized installation of the Whole Fried Chicken was also displayed at the event as a photo opportunity. Visitors could take part in additional activities, including writing wishes on lantern cards and participating in divination rituals using fortune sticks.
“The launch is bold, very limited, and a little bit crazy, because that’s what happens when you really listen to fans and push creativity to the edge. It’s our way of celebrating the festival not by following tradition, but by creating a new expression of it,” added Limbada.
