The limited-period Asia Chicken Campaign brings gochujang butter sauce to four menu items across North and East India, with G-Dragon cards available with select meals
McDonald’s India North and East has launched a limited-period menu featuring Korean-inspired gochujang butter sauce as part of its global collaboration with South Korean music star G-Dragon.
The campaign, titled ‘Asia Chicken Campaign’, spans 13 Asian markets and combines the growing influence of Korean food and popular culture with locally adapted menu offerings. In India, the campaign is currently live across North and East India.
The launch marks a collaboration between McDonald’s and G-Dragon, whose influence extends across music, fashion and popular culture. The initiative includes digital campaigns and limited-period customer experiences designed around the growing popularity of Korean culture.
Korean Gochujang Butter Sauce Takes Centre Stage
The campaign centres on a signature gochujang butter sauce developed by McDonald’s Korea. Inspired by Korea’s tradition of fermented sauces, known as *jang*, the sauce combines the savoury character of gochujang with the richness of butter, offering a blend of mild spice, subtle sweetness and savoury notes.
McDonald’s has adapted the sauce for participating markets, introducing menu items that reflect local tastes while retaining the campaign’s Korean-inspired flavour profile.
In India, the sauce features in four menu options: McSpicy Paneer, McSpicy Chicken, Veg Surprise and Chicken Delite.
The limited-period offerings bring Korean-inspired flavours to the chain’s existing menu, targeting customers interested in exploring international food trends.
G-Dragon Campaign Includes Collectible Cards
Alongside the menu launch, McDonald’s is rolling out digital content and promotional activities across the 13 participating Asian markets.
A launch film featuring G-Dragon is being released through McDonald’s India North and East social media channels. G-Dragon cards are also available for a limited period with McSpicy Chicken and McSpicy Paneer meals.
The campaign combines food innovation with celebrity-led marketing, using the collaboration to connect the brand with audiences interested in Korean music, fashion and culture.
McDonald’s Expands Its Presence Across North And East India
McDonald’s restaurants in North and East India are operated by Connaught Plaza Restaurants Pvt. Ltd. The company serves a range of menu options using ingredients sourced locally and operates through multiple formats, including standalone restaurants, drive-thrus and round-the-clock outlets.
According to the company, its network spans 300 restaurants and 200 McCafé outlets across the two regions, employing more than 6,000 people directly.
The latest campaign adds to the chain’s efforts to introduce limited-period menu offerings and culturally inspired experiences for Indian consumers. The gochujang butter sauce menu is available for a limited time, although the company has not specified an end date.
