Jackson Wang brings dark fantasy to McDonald's HK

McDonald's Hong Kong has joined forces with global icon Jackson Wang to merge his original dark fantasy IP, "Under the Castle," with the brand's premium The Signature Collection for a spooktacular Halloween menu lineup.

In conversation with MARKETING-INTERACTIVE, a spokesperson from McDonald's said Wang is a homegrown global cultural icon whose creative vision seamlessly bridges international street culture, music, and art. "His original IP, Under the Castle, presents a distinct, world-class aesthetic for Halloween - mysterious, playful, and visually striking. Rather than pursuing a traditional celebrity endorsement, this collaboration is built on co-creation and world-building."

Partnering with Under the Castle allows McDonald’s Hong Kong to transform Halloween from a standard seasonal promotion into an all-encompassing, immersive festival, the spokesperson added. "By translating Wang's creative IP across our core menu, limited-edition packaging, digital ecosystem, and physical store environments, we create an accessible cultural playground where fans, foodies, and the broader Hong Kong public can actively participate."

Done with creative agency BBDO Hong Kong and media agency OMD Hong Kong, the partnership targets discerning food lovers driven by craveability and value, eagerly anticipating the return of the high-equity Triple Cheese Angus Burger. It also targets mass consumers looking to embrace Halloween spirits through approachable, festive menu items and engaging restaurant activations for all ages.

Running through Halloween until 1 November, it also aims at targeting followers of Wang, streetwear enthusiasts, and design-conscious consumers drawn to limited-edition packaging, visual novelty, and shareable experiences.

The campaign goes beyond conventional IP licensing by executing an integrated 360-degree immersive lifestyle experience. For example, the campaign uses the food itself as the primary canvas. "The black-bun edition of the Triple Cheese Angus Burger delivers high visual intrigue and social-first aesthetics, while thematic desserts extend the festive narrative throughout multiple dayparts."

It also created early buzz and social advocacy through an exclusive Halloween Preview Party, where media and KOLs can experience the full festive platform firsthand. By combining product tasting with immersive in-store experience, the event transforms campaign discovery into a shareable brand experience that amplifies excitement and cultural relevance ahead of launch.

The campaign extended the Under the Castle theme from digital narratives into physical retail touchpoints, featuring complete packaging takeovers and spooky, stylised store transformations that invite consumers to step inside Wang's creative universe. While the aesthetic caters heavily to trend-focused youth, the campaign incorporates family-friendly festive party elements to ensure the brand remains universally welcoming, said the spokesperson. 

To drive consumer engagement, high-impact creative teasers were rolled out via McDonald’s own social channels, complemented by micro-influencer seeding across local markets and unboxing experiences on Instagram, Threads, and Xiaohongshu. The McDonald's app serves as the core conversion hub by offering exclusive member perks, app-only combo pricing, and digital interactive features to encourage repeat visits.

This digital push is further amplified through TV, print, radio, and in-store touchpoints, driving mass awareness and delivering a consistent brand experience across every step of the consumer journey.

Randy Lai, CEO of McDonald’s Hong Kong said, “McDonald’s has always been at the heart of popular culture, creating innovative and exciting experiences that surprise and delight our customers. To celebrate the inaugural ‘Hong Kong Halloween Month’, we are bringing together our iconic The Signature Collection and Under the Castle, the original dark fantasy IP with Wang as creative director, for the first time."

"Featuring its signature characters Pumpkie and Spookie, the collaboration brings the mystery and playful spirit of Halloween to life through our food, creating a fresh festive experience for local customers and travellers alike while inspiring even more unforgettable Happy Moments," Lai added. 

Wang said, "I’ve been a huge fan of McDonald’s since I was a child - it’s safe to say I basically grew up with it. That’s why collaborating with McDonald’s through Under the Castle is so deeply meaningful to me. The new Triple Cheese Angus has quickly become my absolute favourite McDonald’s burger of all time! I hope everyone loves my recommendation, and I can't wait for everyone to step into the playful world of Under the Castle alongside Pumpkie and Spookie. We hope this partnership brings plenty of fun surprises to you all!"

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