Fried Chicken Incense Sticks

KFC is known for its fried chicken, which family can join and open bucket together.
However, when it comes to Chinese New Year, people usually look for the chicken to practice the ritual it should be boiled chicken as the traditional way never fried chicken before.

Meanwhile, the young generation, they already lost connection with inherit rituals and looking for something new and exciting to celebrate Chinese New Year.
To turn this into our chance, we need to be a solution for connecting the family together in a finger lickin’ good way.

In order to succeed, we cannot simply educate them in the traditional way that older generations have always done.

Our core strategy is to hijack the moment during Chinese New Year and let the young generation engage by themselves

By giving incense sticks, a ritual essential item for prayers to connect with ancestors, a finger-lickin' good twist. KFC fried chicken incense sticks were crafted for craving, with a texture inspired by the crispy skin and full aroma of KFC's Original Recipe. They were available only on KFC's social platform. The idea sparked up debate not just in Thailand but across Asia.