Genesis BBQ Global and Lotte Chilsung Promote K-Food in Times Square with “Spicy Meets Smooth” Event

 

 

  Following its large-scale brand campaign on Times Square’s iconic billboard last July, 
Genesis BBQ Global has once again returned to the heart of New York City to champion the global spread of K-Food.

 

  On July 14 (local time), Genesis BBQ Global partnered with Lotte Chilsung Beverage’s Milkis for a special promotional event titled 
“Spicy Meets Smooth: BBQ × Milkis” in Times Square, the world’s most heavily trafficked pedestrian area.

 

  As part of the activation, Genesis BBQ Global offered 5,000 servings of its signature Korean-style chicken, 
featuring two crowd-favorite flavors—Sweet & Spicy (Yangnyeom) and Hot Spicy—completely free of charge.

Attendees had the opportunity to experience the iconic Korean spicy-sweet flavor firsthand. 

 

  In line with the “smooth balance to spice” concept, Lotte Chilsung complemented the tasting with 5,000 cans of Milkis, their creamy, soda-style beverage.

 

           

 

  Although the event was scheduled to run for five hours from 12 PM to 5 PM, word of the giveaway had already spread widely across social media in the days leading up. Over 100 people lined up before the official start, resulting in all food and beverages being distributed within just four hours due to overwhelming public enthusiasm.

 

  Attendees expressed curiosity and delight about the unique flavors. One participant shared, “I usually go for Honey Garlic at the BBQ store on 32nd Street in Manhattan, but this Yangnyeom Chicken is really interesting.”  Another added, “Unlike the cayenne-heavy American-style hot chicken, this has a completely different spicy character—it’s sweet, rich, and layered.”

 

  The success of the joint promotion has laid the groundwork for continued collaboration between Genesis BBQ Global and Lotte Chilsung in the U.S. market.

 

  Starting late July, Milkis will be officially added to the drink menu at all BBQ locations in the U.S. Furthermore, in celebration of National Chicken Wing Day on July 29, the two brands will launch a special promotion where customers who order hot chicken will receive a free can of Milkis, available nationwide. National Chicken Wing Day, observed annually on July 29, is a popular celebration across the U.S., often accompanied by various chicken-themed events.

 

  Genesis BBQ Global continues to experience rapid growth, with annual sales exceeding 300 billion KRW (approx. $220 million USD) in the U.S. alone and a presence in 32 states. A spokesperson from the company stated, “We hope to introduce more outstanding Korean brands to American consumers through our BBQ restaurants, and ultimately position BBQ as a leading K-Food platform in the U.S.”

 

  Meanwhile, on the main Times Square billboard—One Times Square, Genesis BBQ Group aired a special 15-second video throughout the day, celebrating its 30th anniversary. The animated video featured miniature research chefs from the brand’s “Chicken University” preparing their iconic Yangnyeom Chicken, captivating passersby with a playful yet proud glimpse into the brand’s heritage.