G-DRAGON and McDonald’s Launch Gochujang Butter Menu in Asia

Global music icon G-DRAGON has partnered with McDonald’s to launch a new Gochujang Butter menu, rolling out across 13 markets in Asia. This collaboration merges G-DRAGON’s unique Korean cultural and visual aesthetic with McDonald’s fast-food offerings. The campaign commenced simultaneously in Hong Kong and South Korea on September 17, representing a significant alignment between McDonald’s Hong Kong and the Korean market for a product release. The centerpiece of the menu is a specially developed Gochujang Butter Sauce, created by McDonald’s Korea. This sauce draws inspiration from Korea's traditional fermented pastes, known as 'jang,' and aims to balance the savory, mildly spicy notes of gochujang with the richness of butter, resulting in a flavor profile described as sweet, creamy, and subtly piquant. In Hong Kong, the menu features the Gochujang Butter K-Crispy Thigh Burger. This burger includes a whole crispy chicken thigh, the signature Gochujang Butter Sauce, a slice of pineapple, and romaine lettuce. The combination is designed to highlight the interplay between the gochujang's spice and umami, the buttery richness, and the tropical sweetness from the pineapple. The Gochujang Butter Sauce is also available as a dipping option for Chicken McNuggets. The broader Korean-inspired menu extends to other items, including Korean Barbecue flavors and the returning Honey Butter Shake Shake Fries. Beverage options feature a Jeju Satsuma Nata de Coco soda, adding a refreshing element to the lineup. For dessert, consumers can enjoy a Sweetheart Crunchy OREO McFlurry, adorned with pink heart-shaped crisps, and Salted Caramel Mini Churros. This comprehensive approach ensures the collaboration extends beyond a single signature item to encompass a full dining experience. G-DRAGON's influence is prominently displayed through his fashion label, PEACEMINUSONE. The brand's distinctive daisy motif is integrated into the campaign's visual elements, reimagining familiar McDonald’s iconography, such as the Golden Arches, french fries, and classic red packaging. Promotional materials showcase these motifs within the context of G-DRAGON's artistic style, reinforcing the fusion of his personal brand with McDonald's.