KFC Singapore turns up the heat with return of Samyang collab

KFC Singapore is turning up the heat this April with a multi-layered collaboration that blends viral Korean flavours with immersive in-store experiences, signaling how the brand is thinking about the future of its menu.

From 2 April to 3 May, fans can step into themed photobooths at KFC Kallang and Dollop Pitstop at *SCAPE to celebrate the launch of the Samyang Buldak carbonara double down. For SG$5, diners can take home exclusive, shareable photo strips that capture the moment.

The activation is designed to turn a simple meal run into a social event, tapping into Singapore’s booming photobooth culture and giving fans a fresh reason to experience the launch in person. It’s also a deliberate nod to Korean “photo strip” culture.

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In conversation with MARKETING-INTERACTIVE, Jaslyn Lam, director of marketing and food innovation at KFC Singapore, said, “The photobooth activation taps into Korea’s photostrip cultural trend, bringing a slice of K-culture into the launch. The idea of creating and capturing shared moments with communities is also deeply ingrained in the KFC experience.”

This isn’t KFC Singapore’s first rodeo with Samyang. The earlier Samyang Buldak double down was a breakout hit for the brand.

“KFC’s 2025 Samyang Buldak double down proved to be a strong product, winning the hearts of both KFC fans and spice lovers alike,” Lam said. “Consistent demand seen across social conversations demonstrated that the product had earned a genuine place in consumers’ hearts.” That response prompted KFC to bring the collaboration back in a new, more indulgent form.

“We brought this product back and reinvented it to tap into a new form of indulgence, the Samyang Buldak carbonara double down,” Lam explained. “This new iteration introduces an enhanced build with smoked chicken ham and parmesan cheese, elevating the experience and reigniting a newfound cheesy love among consumers.”

The headline item sandwiches creamy Samyang Buldak carbonara noodles between two crispy Zinger fillets, topped with parmesan cheese and a slice of smoked applewood chicken ham.

Lam said collaborations such as this are guided by a mix of data, trends and brand fit. “KFC's partnership with Samyang Buldak demonstrated that K-trends are still very much alive, while the previous collaboration proved that Buldak’s signature spice pairs seamlessly with KFC’s cult-favourite double down — delivering an indulgent flavour explosion that resonates strongly with consumers’ expectations of the brand.”

Beyond the double down, the collaboration also includes a limited-time menu designed to satisfy both spice lovers and carb enthusiasts. For fans of classic fried chicken, the Samyang Buldak carbonara chicken pairs KFC’s hot and crispy fillets with the fiery carbonara sauce and comes with a tub of Korean pickled radish cubes, known as “chicken-mu”.

Rounding out the menu are the Samyang Buldak carbonara loaded fries, drenched in the same signature sauce, cheese, and spring onions, and a sweet cool-down option in the form of strawberry cream cheese 'mochi' ('rice cake'). Each 'mochi' features a chewy outer layer, a creamy cheese centre, and a burst of strawberry filling to balance the heat.

While the campaign leans into K-trends, Lam stressed that it’s meant to be broader than a K-drama or K-pop play. “Younger, culturally attuned audiences are at the core of this campaign, but it delivers more than just social moments and K-culture,” she said. “We aim to create a complete, authentic experience — in this case, bringing a true taste of Korea to our consumers with the addition of pickled radish as a complementary side to the main hero.”

At the same time, Lam noted that the flavour profile is meant to have broad appeal. The Samyang Buldak carbonara double down is positioned as an indulgent, crispy option for a wide range of diners, whether as a lunchtime treat, a hearty dinner, or even a late-night supper fix.

Lam views the Samyang partnership as part of a longer-term strategy to keep KFC culturally relevant and experience-led.

“We are always on the lookout for brand collaborations that bring an exciting twist to the KFC menu,” she said. “Partnerships such as Samyang Buldak open up new ways for KFC to evolve and redefine how consumers experience the brand.” She added: 

By staying culturally relevant, creating meaningful moments, and sparking social conversations, we invite consumers to feel excited and become part of the KFC experience.

All items in the Samyang Buldak Carbonara range will be available for a limited time, with the double down and photobooth experiences running from 2 April to 19 May at select outlets.

The Samyang Buldak carbonara launch follows KFC Singapore’s ongoing strategy of pairing bold flavours with collaborations. Last October, the brand introduced a Thai twist with its ‘Thai-Thai saucy chicken’ menu, featuring sweet, spicy, and tangy sauces across hot and crispy chicken, bites, and Thai fritters with condensed milk.

The campaign featured a collectibles drop with Bangkok’s mascot Butterbear, alongside merchandise including socks, stickers, and a limited-edition plush crossbody bag, extending KFC’s food innovation into pop-culture tie-ins across dine-in, takeaway, delivery, and Grab.

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