bb.q X Felix

 

 

Genesis BBQ Group has chosen Felix of Stray Kids as its Global Ambassador to grow its K-chicken brand around the world. Through this partnership with a K-pop artist who has fans worldwide, Genesis BBQ Group wants to reach more global customers and introduce K-food to more people. Stray Kids, the group Felix is part of, has shown strong global popularity. Eight of their albums in a row reached No. 1 on the Billboard 200, the main U.S. album chart. Felix is also active in fashion and beauty and has worked as a model and ambassador for global luxury brands.

 

 

Genesis BBQ Group believes Felix’s stylish image and global popularity match the direction of bb.q as a premium K-chicken brand. Another important reason for this partnership is that Felix has already been a fan of bb.q. When talking with fans, he mentioned bb.q’s Crunch Butter Chicken and Caribbean Spice and even shared his own way of enjoying the menus. As part of the partnership, Genesis BBQ Group developed and launched a new menu called Feel Crunch, a name inspired by Felix. Feel Crunch is made with caramelized onion sauce, giving the chicken a sweet and rich flavor. It also has roasted sticky rice, brown rice flakes, and bread crumbs on top to make it extra crispy. From the beginning, this menu was developed for both Korean and global customers.

 

 

Genesis BBQ Group released two teaser videos for Feel Crunch with Felix on June 23. The first video starts in a place that looks like a press conference. Felix appears in front of many cameras and microphones. He puts his finger to his lips and makes a “shh” gesture, making viewers curious. Then, he takes a bite of chicken. At the end, the bb.q logo appears and builds excitement for the new menu. In the second teaser, Felix enters a dark and mysterious “bb.q Village.” The words “Ever had a crunch like this before?” appear on the screen. The short video uses strong visuals and stylish scenes to show the crispy feeling of the new product and attract fans’ attention.

 

 

Two weeks after the teaser videos were released, Feel Crunch officially launched in Korea and the U.S. on July 7. Main advertising videos were also released, showing how Feel Crunch was created and introducing it as a new kind of sweet, salty, and crispy chicken. The advertisements were released through TV, YouTube, social media, and other channels. Feel Crunch has also been featured on bb.q’s Korean and North American Instagram accounts. After the U.S. launch, Feel Crunch had a soft launch at selected stores in Canada from July 31. Since August 10, it has been available at all bb.q stores in Canada. Genesis BBQ Group plans to launch Feel Crunch in more countries step by step. Since the menu was developed for global customers from the beginning, the company wants people around the world to enjoy its crispy texture and special sauce. Through this menu, Genesis BBQ Group plans to make its premium K-chicken brand even stronger in the global market.

 

 

Through various marketing activities with Felix and the launch of new menus, Genesis BBQ Group will continue to strengthen its image as a premium K-chicken brand. Felix’s real connection with bb.q as a customer also makes the partnership more natural and meaningful. Going forward, Genesis BBQ Group plans to work with Felix on new menus and various content to bring the bb.q brand experience to customers around the world.