McDonald's Korea said on the 9th that it will roll out a joint campaign across 13 markets in Asia, featuring its self-developed "gochujang butter sauce" and singer G-Dragon.
The campaign will launch sequentially in participating markets starting on the 17th in Korea. In each market, locally tailored menu items using the gochujang butter sauce developed by McDonald's Korea will be introduced, and in some countries, the product name will include the term "gochujang" as is.
In Korea, two burgers—the "McCrispy Gochujang Butter" and the "McSpicy Gochujang Butter"—will be released to coincide with the start date of the campaign. The items pair a spicy gochujang butter sauce and Colby Jack cheese with different chicken patties. The gochujang butter sauce will be sold not only on burgers but also as a separate dipping sauce.
The collaboration with G-Dragon will also expand into merchandise. McDonald's Korea plans to unveil limited-edition goods co-produced with the fashion brand Peaceminusone, which is run by G-Dragon, at the end of this month.
A McDonald's Korea official said, "This campaign is significant in that it was planned and led by McDonald's Korea and will roll out across Asia."