KFC Korea said on the 10th it will expand cooperation with the Taiwan and Hong Kong units by sharing menu development and marketing know-how. Going a step further from exporting menus and campaigns developed in Korea to overseas, it will broaden the scope of collaboration by mutually introducing each market's popular products and marketing cases.
KFC Korea signed a strategic memorandum of understanding (MOU) with KFC Taiwan and Hong Kong on the 25th. The signing ceremony was attended by Shin Ho-sang, head of KFC Korea, and Karen Chen, CEO of KFC Taiwan and Hong Kong, among others.
Through this agreement, the two sides agreed to share their experience in menu development, marketing, and store operations built up in each market. Specifically, they will promote cooperation that includes support for menu development and localization, joint promotions reflecting the characteristics of each market, mutual adoption of marketing and customer engagement programs that delivered results, and collaboration in quality assurance.
Accordingly, menus popular in Taiwan and Hong Kong will be introduced tailored to Korean consumer preferences, or conversely, menus and campaigns developed by KFC Korea will be rolled out in the local markets. They are also reviewing ways to apply successful regional marketing cases to other markets.
KFC Korea has recently been expanding collaboration with overseas KFC units to share menus and marketing content developed domestically. In June last year, it exported creative assets for the "Kenchi-bap" campaign to Taiwan, and Chef Choi Hyun-seok, the campaign's advertising model, attended a local media event.
It also began collaborating with Mongolia with Kenchi-bap as the starting point. In January last year, KFC Mongolia adopted the recipe and advertising content for Kenchi-bap developed by KFC Korea and sold it for a limited time at 22 local stores. In May the same year, after the two sides signed a strategic MOU, they expanded the scope of cooperation to include sharing recipes for popular menu items and advertising content, joint marketing, and planning new products.
Unlike before, the Taiwan-Hong Kong agreement is characterized by expanding the direction of cooperation to be two-way, not only delivering KFC Korea's content overseas but also allowing the introduction of the partner markets' menus and marketing cases in Korea.
Shin Ho-sang, head of KFC Korea, said, "This MOU is a meaningful collaboration that expands synergy among Korea, Taiwan, and Hong Kong based on our accumulated capabilities in menu development and marketing," adding, "We will continue to expand global collaboration and push forward new projects that reflect each country's consumer characteristics and dining culture, strengthening KFC's unique brand competitiveness."