Bar BQ Plaza’s sad fish ball becomes a viral recipe for brand revival

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Bar BQ Plaza has turned a melancholic mascot into a viral marketing win, with a limited-time campaign that reimagined its iconic fish ball character in a surprising new light.

Looking to reconnect with lapsed diners, the Thai barbeque chain partnered with Grey Thailand to debut 'Sad Kama-Chan', a downcast version of its normally smiley fish ball 'Kama-Chan' mascot, served with every meal.

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What began as a visual twist quickly gained traction online. Customers took to TikTok, Instagram, and X to share photos and reactions, generating more than 200,000 mentions in a single night. Many called for the return of happy 'Kama-Chan', prompting the brand to announce it would only restore the original mascot once a specific sales target was hit.

The move gamified the experience and drove real engagement. Foot traffic and sales rose as diners rallied to “cheer up” the fish ball, turning each meal into a shared mission.

By leaning into humour, nostalgia, and low-fi creativity, Bar BQ Plaza reignited affection for the brand without relying on high-budget media. The stunt also marked a fresh take on mascot marketing, diverging from the brand’s traditional use of Bar B Gon, its long-standing green dragon character.

In a separate initiative, the company has been working to reposition Bar B Gon from a standard mascot into a culturally resonant “best friend brand.” Last year, it launched a business fable titled Bar B GON and the Quest for the Sacred Flame, developed with SE-ED Publishing. The book merges storytelling with business insights, reflecting the company’s pivot towards more narrative-driven, lifestyle-focused brand strategies.

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