4:03:58 PM | 9/9/2026
September 9, 2026, McDonald’s Vietnam today announced the launch of its highly anticipated ‘Asia Chicken Campaign,’ bringing together two global icons, McDonald’s and G-DRAGON, in a regional partnership spanning 13 Asian markets. The campaign will officially debut in Vietnam on September 9, 2026.
As one of the world’s most recognized brands, McDonald’s continues to connect people through great food and shared experiences. For this campaign, the brand joins forces with G-DRAGON, a global cultural icon whose influence transcends music, fashion, art, and popular culture, creating a powerful ‘ICON × ICON’ partnership that celebrates the growing global influence of Korean culture.
Led by McDonald’s Korea, the campaign is expected to reach hundreds of millions of consumers across the region. By combining McDonald’s global scale and brand heritage with the worldwide appeal of K-culture, the campaign introduces a uniquely Korean-inspired flavor experience to customers throughout Asia.
At the heart of the campaign is Gochujang Butter Sauce, a signature K-flavor innovation developed by McDonald’s Korea. Inspired by Korea’s rich jang (fermented sauce) tradition, it combines the deep savory character of gochujang with the creamy richness of butter, delivering a unique balance of gentle spice, subtle sweetness, and savory depth. By reinterpreting a beloved Korean ingredient in an approachable and contemporary way, McDonald’s offers customers across Asia a fresh new taste experience inspired by Korea’s vibrant food culture.
Each participating market will introduce menu offerings featuring Gochujang Butter Sauce, adapted to local tastes and preferences while remaining rooted in the campaign’s shared K-flavor inspiration. In Vietnam, McDonald’s introduces K-spicy Chicken, developed from McDonald’s Vietnam’s signature crispy fried chicken. The chicken is freshly fried every hour to maintain consistent quality, featuring crispy skin and flavorful, juicy meat inside. Paired with the distinctive red-orange Gochujang Butter Sauce, the dish delivers a harmonious balance of tangy, spicy, sweet, savory flavors and the rich creaminess of butter. With two options - BBQ Chicken and Spicy Chicken - the product is designed to suit a wide range of local preferences.
To bring the campaign to life, McDonald’s will roll out a series of campaign activations across 13 markets, including exclusive digital content, and limited-time customer experiences. The campaign will also feature exclusive PEACEMINUSONE merchandise, offering McDonald’s fans a unique way to celebrate the meeting of two global icons beyond the menu experience. Accordingly, from September 24 to November 3, 2026, customers in Vietnam who buy a K-spicy Special Combo will have the opportunity to purchase exclusive campaign merchandise. The items will be released in phases, with specific release dates to be announced on McDonald’s Vietnam’s official fanpage. The promotion may end earlier than scheduled.
Mr. Vo Van Thang Loi, General Director of McDonald’s Vietnam, said, “The Asia Chicken Campaign brings together two globally recognized icons, McDonald’s and G-DRAGON, in a unique partnership inspired by the growing influence of Korean flavor and culture across Asia. Through this partnership, we are excited to create memorable experiences that connect people through great taste, creativity, and shared cultural moments. Alongside celebrating local flavors and identities, McDonald’s also brings diverse cultural influences from across Asia to Vietnamese customers, creating fresh and inspiring experiences.”
By Van Luong, Vietnam Business Forum
