The American burger chain introduces spicy Korean flavors as K-wave trend continues to sweep through India’s quick-service restaurant industry

Wendy’s has officially joined the Korean food trend sweeping through India’s fast food landscape, launching a new Korean-inspired menu in partnership with Rebel Foods. This strategic move follows similar Korean-themed offerings from competitors McDonald’s and Burger King, highlighting the growing popularity of global flavor profiles among Indian consumers.

The new Korean Range features several standout items designed to deliver bold, authentic Korean flavors while maintaining Wendy’s commitment to quality ingredients. Key offerings include the Korean Fried Chicken Burger, Kimchi Nuggets, and Kimchi Tenders, each providing a distinctive combination of traditional Korean elements with Wendy’s signature preparation techniques.

According to company representatives, the new menu items have already made a significant impact on sales, contributing substantially to overall business performance within just the first month of launch. This rapid success demonstrates the strong consumer appetite for international flavor profiles in India’s competitive quick-service restaurant market.

“This isn’t just a food launch. It’s a full-blown cultural moment,” said Nishant Kedia, CMO – India, Rebel Foods. “We’ve brought the K-wave to the Indian table – combining explosive flavors with equally exciting content. From anime-inspired visuals to ASMR mukbangs, the Korean Range is not only a delight to eat, but a vibe to experience. And customers are absolutely loving it.”

The marketing approach for the new menu extends beyond traditional advertising, incorporating elements of Korean pop culture that resonate with younger consumers. This comprehensive strategy includes anime-style promotional materials and engaging social media content designed to create an immersive experience around the new menu items.

The Korean Range represents part of a broader trend in which major international fast food chains are adapting their offerings to include popular global flavors while catering to local taste preferences. Industry analysts note that this approach helps established brands maintain relevance with younger consumers who increasingly seek diverse culinary experiences.

The complete Korean Range is now available at all Wendy’s locations across India and through major food delivery platforms, making these new flavor options widely accessible to consumers throughout the country.