McDonald's Korea Taps K-Pop Star G-Dragon for Asia-Wide Gochujang Butter Campaign

McDonald's Korea has launched a joint campaign across 13 Asian markets, featuring its own 'gochujang butter sauce' and K-pop star G-Dragon. The campaign will roll out sequentially in participating countries starting on September 17th in South Korea.

The gochujang butter sauce was developed by McDonald's Korea and will be used in locally tailored menu items in each market. In Korea, two burgers - the 'McCrispy Gochujang Butter' and the 'McSpicy Gochujang Butter' - will be released to coincide with the start date of the campaign.

The gochujang butter sauce will not only be used on burgers but also as a separate dipping sauce. The collaboration with G-Dragon will also expand into merchandise, with limited-edition goods co-produced with his fashion brand Peaceminusone set to be unveiled at the end of this month.