McDonald's Taiwan fights for your fries with new kung fu ad

McDonald’s Taiwan has unveiled a new mini action movie inspired by Chinese martial arts, "kung fu" (功夫), showcasing its use to defend fries from others.

Created in collaboration with creative agency Leo Taiwan, the campaign is based on the idea that every time McDonald’s fries are served, a few inevitably disappear as someone sneaks them into their mouth.

Therefore, McDonald’s Taiwan has offered a solution: the ultimate Kung Fu lesson - a brand-new martial art called “Kung Fries” (功夫薯條), designed specifically to protect people's golden treasures from sneaky fingers.

To create this epic Kung Fu lesson, McDonald’s Taiwan and Leo Taiwan have enlisted Kung Fu royalty, Master Scott Hung (洪昰顥), who is behind some of Taiwan’s most iconic martial arts films and the Golden Horse Award's best action choreographer.

As part of the campaign, a three-minute action film is released on McDonald’s Taiwan’s YouTube channel. It features a girl holding McDonald’s while walking into the classroom, where her classmates try to take fries from her. She used five five badass, easy-to-learn Kung Fries moves, including “Hold your horses” (修但幾勒), “Soft as a breeze, strong as a storm” (四雨撥千斤); “Divine finger flick” (彈指神功); “Buddha’s palm of fries” (薯來神掌); and the masterful “Now you see it, now you don’t” (薯山無影手), to fend off her classmates.

The kung fu comedy is directed by Leo Wang, with choreography by Hung and music by Chris Hou, who is the Golden Horse Award's best music composer. The five "Kung Fries" defensive moves draw inspiration from Eastern martial arts – in particular Kung Fu, Wing Chun (詠春), Tai Chi (太極) and Jeet Kune Do (截拳道). Released last Monday (25 August) on YouTube, the video has received over 875,000 views, MARKETING-INTERACTIVE confirmed.

According to the release, kung fu has been losing its prominence among Gen Z audiences in Taiwan, despite the island’s rich history in martial arts. However, with instructional videos on YouTube, Facebook, and Instagram Reels, anyone can now become a Kung Fries master.

Apart from the action film, McDonald's has released five social videos featuring the five "Kung Fries," demonstrating how the complete set works for all customers.

Additionally, every McDonald's Taiwan meal now comes with a Kung Fries tutorial printed onto tray mats. The brand is inviting customers to share their stories of fries being swiped – and their defensive tactics – for the chance to win a 999 (or 24-karat) golden fry.

Cindy Lin, McDonald's Taiwan CMO, Asia business unit, said: “It is a universally known fact that McDonald’s fries are so irresistible, people are always sneaking a bite. We loved the idea of solving this timeless problem while also reviving Gen Z’s love of kung fu, which is a central part of Taiwan’s cultural DNA.”

Kevin Yang, CEO and chief creative officer at Leo Taiwan, said: “By reimagining martial arts with a modern twist, we've invited the world to learn this uniquely Taiwanese take on defending your fries.”

Jason Williams, head of creative excellence, Publicis Groupe APAC, said: “With its Gen Z cast, some kick ass moves, and lots of fries, McDonald’s Taiwan has created the ultimate kung fu lesson for fans in Taiwan, and around the world.”

MARKETING-INTERACTIVE has reached out to McDonald’s Taiwan for more information. 

Take your brand to new heights with cutting-edge AI strategies, innovative technology, and data-powered experiences. Don’t miss Digital Marketing Asia 2025 in Hong Kong on 20-21 October, where 200+ marketing leaders will explore game-changing trends, proven successes, and bold ideas shaping the future.

Related articles:

McDonald's Taiwan and Jolin Tsai fuse nostalgia with innovation in new campaign
McDonald’s Taiwan rolls out donation wallpapers in 35 designs. Here's why