McDonald's partners with G-Dragon for regional Asian campaign

McDonald's is launching a regional campaign featuring K-pop star G-Dragon and his brand PEACEMINUSONE. The collaboration centers on a Korean-inspired menu utilizing a gochujang butter sauce developed by McDonald's Korea.

The campaign is being rolled out across 13 Asian countries, including China, Vietnam, Indonesia, and Hong Kong. While the core concept uses the gochujang-butter sauce, individual markets will adapt menu offerings to suit local tastes. In Hong Kong, the menu includes a crispy chicken burger, McNuggets dip, Jeju mandarin soda, and Shake Shake Fries in Korean BBQ and honey butter flavors.

Beyond food, the partnership includes limited-edition merchandise and collectibles. In Hong Kong, items such as collector cards and PEACEMINUSONE-branded merchandise—including retro caps, metal pins, and tote bags—will be released in late September. The campaign aims to leverage the global popularity of Korean flavors among younger consumers.