Burger King India has launched the second edition of its Korean Spicy Fest, titled “Kimchi Fire,” backed by a 360° marketing campaign that taps into India’s growing appetite for bold flavours and K-culture.
Building on the success of last year’s edition, Season 2 expands the menu to eight products, combining returning favourites with new additions inspired by Korean cuisine. At the centre of the lineup is the brand’s flagship Whopper, now reimagined with a Korean twist and positioned as a seven-layer flavour experience.
The menu features items such as the Korean Kimchi Veg Whopper, Korean Kimchi Chicken Whopper, Korean Kimchi Paneer Burger, and the newly introduced Korean Kimchi Cheese Burger. It also includes Korean Spicy Chicken Wings, Korean Spicy Chicken, and Korean Spicy Fries-offering a mix of burgers, sides, and snack options. With prices starting at ₹149, the range is available across dine-in, takeaway, and delivery channels.
The campaign is designed to reflect the cultural momentum of the Korean wave in India, blending high-energy visuals, music, and storytelling inspired by K-culture. It is being amplified through digital platforms, influencer collaborations, in-restaurant activations, and out-of-home advertising.
By combining menu innovation with a culturally relevant campaign, Burger King aims to drive trial among food enthusiasts, spice lovers, and K-culture fans. The initiative highlights how global trends are increasingly shaping local QSR strategies, turning food launches into immersive brand experiences that go beyond just taste.
