McDonald's taps Filipino K-culture craze to drive food demand

Insider Spotlight

• McDonald's Philippines is capitalizing on Filipinos' appetite for Korean food and entertainment to strengthen customer engagement
• Its expanded Taste of Korea menu combines Korean-inspired burgers, fries and beverages with digital entertainment
• The fast-food chain is using app-exclusive deals and a Korean-inspired microdrama to attract customers beyond its restaurants
  
  
  

McDonald's Philippines is deepening its bet on Korean popular culture as the growing influence of K-food and entertainment creates opportunities for fast-food chains to attract customers through localized menus and digital experiences.

The company introduced its largest Korean-inspired flavor lineup on Oct. 9, expanding its Taste of Korea platform following September's McSpicy collaboration with K-pop artist G-DRAGON.

The limited-time offerings include Yangnyeom McSpicy, Yangnyeom Double Cheeseburger, Galbi McShaker Fries and K-Melon Float.

Taste of Korea

The strategy reflects how international restaurant chains are tapping into Filipinos' enthusiasm for Korean culture to differentiate their offerings in the competitive quick-service restaurant market.

McDonald's previously introduced Taste of Korea and Flavors of Asia menus in 2021 and 2022, respectively.

"Korean culture continues to unite Pinoys of all ages and groups, especially Korean food and culinary experiences," McDonald's Philippines brand manager Karl Christian Chua said in a press statement.

‘The Plus One’ 

Beyond food, McDonald's is extending its Korean-themed campaign into entertainment through "The Plus One," a microdrama featuring three friends competing for a chance to visit South Korea.

The initiative connects Korean-inspired dining with short-form storytelling, reflecting the company's effort to engage consumers across multiple touchpoints.

"At McDonald’s, we’re always looking for ways to bring total experiences to our customers beyond exciting flavors," Chua said.

McDonald's is also using digital promotions to encourage transactions through its mobile application. The McDo App offers a Yangnyeom McSpicy with a free large Sprite for P199 and a Yangnyeom Double Cheeseburger with a free large Sprite for P169.

The products are available through dine-in, takeout, drive-thru and delivery channels.

Extensive distribution network

The campaign gives McDonald's another opportunity to assess demand for Korean-inspired flavors while building on its earlier collaborations and limited-time offerings.

With close to 800 restaurants nationwide, the chain has an extensive distribution network for testing whether culturally themed menus can sustain customer interest beyond promotional periods. —Vanessa Hidalgo | Ed: Corrie S. Narisma