McDonald’s HK bring Southeast Asian flavours to life

McDonald’s Hong Kong has launched a new campaign to bring the beloved flavours of Singapore, Thailand, and Malaysia to the city, offering Hong Kong's travel enthusiasts a fun, travel-inspired taste experience right at McDonald’s.

Also known as “Taste of Southeast Asia”, the campaign is currently running for approximately one month, targeting Gen Z, travel enthusiasts, and chicken lovers.

To capture the vibrant and relaxing vibes of Southeast Asia, the campaign has adopted a playful and exaggerated creative approach, featuring three Hong Kong comedians—Michael Ning (白只), Yeung Wai Lun (楊偉倫), and Dee Ho (何啓華)—who introduce the new product series through fun, drama-style commercials.

Tina Chao, chief marketing and digital customer experience officer, McDonald’s Hong Kong, told MARKETING-INTERACTIVE that the three comedians are widely recognised for their strong comedic performances in dramas and films, and this campaign marks their first appearance together as a trio, which is expected to generate significant novelty and buzz.

“On top of that, the recent popularity and visibility of films featuring Yeung and Ho have boosted their public recognition, making the trio an even more compelling cast to draw attention and generate buzz for the campaign,” said Chao. 

This social-driven campaign, supported by McDonald’s integrated marketing communication strategy, is launched with a teaser phase on social platforms—particularly Threads—inviting the three comedians to engage with fans and boost visibility. Authentic consumption photos and videos, combined with Gen Z-style language, are used to spark curiosity about the campaign.

Furthermore, three videos are being rolled out across TV stations, YouTube, and social media, featuring the comedians as "tour guides" in the 星馬泰美食團, where they “lead” customers on a flavourful journey through Southeast Asia, blending humour, cultural charm, and their natural on-screen chemistry in every scene.

“Their natural chemistry and humourous delivery add a playful storytelling layer, making the ads feel like mini comedy sketches rather than traditional commercials—and driving strong sharing on social media and YouTube,” said Chao. 

The campaign is further supported by eye-catching visuals across print, in-store point-of-purchase displays, packaging, the McDonald’s App, and eDM, with additional social videos set to be released soon to continue generating buzz across platforms.

Overall, the campaign offers customers a complete Southeast Asian experience through three key areas, with the first being product novelty, according to Chao. McDonald’s Hong Kong has introduced a lineup of distinctive regional flavours that stand out from the everyday menu, such as McCrispy with Chili Crab Sauce & Fried Egg, Laksa-flavoured McNuggets Sauce, and Tom Yum Kung-flavoured McShaker Fries.

Recognising the importance of packaging in the dining experience, the themed designs feature Southeast Asian motifs that create an immersive vibe and encourage social sharing. Rich cultural elements and travel-poster aesthetics allow customers to feel the Southeast Asian atmosphere from the moment they order, ensuring strong visibility across kiosks, counters, and the app. Inspired by classic local travel‑agency posters from back in the day, the key visual design heightens contrast, playfulness, and humour—bringing a bold yet familiar charm that evokes nostalgia while making the entire campaign even more memorable and fun.

“In Hong Kong, exploration is a lifestyle — whether through travel or through food. Our Southeast Asia series is built on that insight. It allows customers to ‘travel through taste’ the moment they step into our restaurants, experiencing vibrant regional flavours in a way that feels both adventurous and distinctly McDonald’s: accessible, high‑quality, and great value,” said Chao. 

Don’t miss: McDonald’s Hong Kong enters new chapter with 'i’m lovin’ it' refresh

Back in February, McDonald’s Hong Kong launched a brand campaign as it entered a new phase following its 50th anniversary in 2025, reinterpreting the enduring 'I’m lovin’ it' platform for today’s audiences. The work marked the first major campaign from BBDO Hong Kong, appointed as creative agency following the conclusion of McDonald’s 20-year partnership with DDB Hong Kong. OMD continues as the brand’s media partner.

Mark your calendars for 24 June! #Content360 Hong Kong returns with a dynamic, one-day event dedicated to pivotal trends—from the silver economies to breakthrough IP collaborations, sports, and beyond. Let's dive into the art of curating content with creativity, critical thinking and confidence!

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