Bringing the fictional world of Gintama to the real world with KFC.
KFC aimed to connect with the 250 millions fans within the ACG community in China and drive brand awareness by partnering with Gintama and creating entertaining brand content to rival the rest of the internet.
Along with KFC's creative team, we partnered with the Gintama Production Committee to launch exclusive KFC content, products, and themed stores customized to the Gintama audience.
Firstly, we launched exclusive episodes where the Gintama lead characters opened their Yolozuya office inside a KFC China store.
We then created an exclusive product based on the lead characters of Gintoki Sakata in Gintama. This character has a sweet tooth and unmistakable silver hair, which inspired the launch of a special sea salt ice cream, named Gintoki-san Okinawa Sea Salt Ice Cream.
Last but not least, we allowed customers to step into the Gintama world at a KFC through their brand-new themed stores and on the KFC Super App!
This full cultural immersion saw fans rushing to KFC stores for the Gintama’s ‘Everything’s OK’ set meal as well as the new Gintama products.
Over 10 million Gintoki-san Okinawa Sea Salt Ice Creams were sold out in just three weeks and the ACG community was flooded with the UGC created by enthusiastic fans.