KFC Malaysia adds anime zest to Japanese Yuzu launch

KFC Malaysia is turning heads with its latest menu innovation, the Japanese Yuzu combo, by pairing its citrusy, subtly spiced flavours with an anime-inspired campaign designed to spark curiosity and engagement online. The brand’s social media channels recently featured a brief 15-second anime teaser, creating the impression that KFC’s pages had been mysteriously “hijacked” by Japanese characters, in a playful nod to fans of Japanese pop culture.

The campaign leans into the growing popularity of Japanese culture among Malaysian consumers, particularly the “J-wave” in food, music, and fashion. By combining manga and anime-inspired visuals with the bright citrus of Yuzu and warm spice of Sansho, KFC aims to offer not just a distinctive taste but a sensory experience that embodies the energetic “genki” (lively) spirit of Japan. The creative direction, themed “A zest for joy,” encourages customers to see more, feel more, and embrace life with zest. An approach reflected in the campaign’s vibrant key visuals.

Don't miss: KFC Malaysia launches KFC Treats, a snacking sub-brand for Gen Z

The 15-second commercial opens with a trio boarding a KTM train, then skateboarding through hills and fields, passing a highway sign showing distances to Melaka, Seremban, and Kuala Lumpur. They arrive at a picnic spot, where one of the girls runs up to a nearby fruit tree and picks a yuzu. In an instant, the scene glitches, transforming the anime characters into real-life people enjoying their KFC limau Jepun meals. As they continue eating, the glitching between animation and reality persists, but in both worlds, they savor the KFC Japanese Yuzu burger and fried chicken with the same delight.

The video has drawn in over 1,500 likes and 48.9K views on Instagram since going live a week ago. Among the 55 comments, netizens praised the ad, with many speculating whether KFC would launch a honey lemon or yuzu menu next. Some also wondered if the video was AI-generated, though others dismissed the idea, pointing to its high production quality.

VML Malaysia, KFC Malaysia's creative agency, told A+M that the teaser commercial was produced by Cartoon Hooligans in collaboration with PRS Films, adding an authentic animated touch to the campaign. Cartoon Hooligans, also known as Big Bunker Studio, has worked on several animated TVCs for brands such as Klook, Grab, Nestlé, Air Selangor and the Korean Tourism Organisation. Notably, it also worked on MILO's 2021 and 2022 animated Merdeka films.
 

The campaign also includes interactive activations. Social media users can participate in a contest via Instagram Stories’ “add yours” template for a chance to win tickets to Comic Fiesta, Malaysia’s premier comic and animation convention. Meanwhile, the “KFC quest for zest” booth at Comic Fiesta on 20–21 December will offer free KFC vouchers, merchandise, and engaging on-ground activities for fans.

Combined with digital amplification and social engagement, KFC’s anime-driven approach transforms what could have been a standard product launch into a culturally resonant, playful experience that resonates with both food lovers and pop culture fans.

Earlier in February this year, KFC Malaysia named Hanim Mazam as its new chief marketing officer. Prior to her role as KFC's CMO, Mazam was the company's deputy general manager of marketing for three years. Following her appointment, the quick service restaurant brand added a creative twist to their annual Raya campaign, by dropping an exclusive baju Melayu (traditional Malay outfit) and baju kebaya (traditional dress) for cats, as a part of its “Raya meowriah” campaign created in collaboration with Naga DDB Tribal.

Later in July, KFC Malaysia launched the "Kepcibara" plushies, which came in the form of blind boxes. At the heart of the campaign are three 3.5-inch tall plushie capybaras, each with their own quirky personality and backstory. For Merdeka and Malaysia Day, the brand launched its 2025 edition of "KFC cara kita" (“KFC our way”) sees the fast-food giant teaming up with 11 homegrown artists, including Nassuha, Bingka, Katun, Haw, Ruwang, Tazone, Amey Sheikh Ali, Akulabs, Acetro, Suhaimi Ali, and Fattah Shahari, to tell uniquely Malaysian stories through mural art.

Most recently, the QSR brand officially launched KFC Treats, a youth-focused sub-brand designed to make everyday snacking more joyful, spontaneous, and rewarding. With the playful campaign line, “You deserve a treat”, the platform invites young Malaysians, particularly Gen Z, to indulge in life’s little moments with affordable snacks that feel special. The concept was brought to life in collaboration with VML.

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