• by Teresa Buyikian , March 6, 2024

One of the fastest growing Korean fried chicken chains is attempting to teach customers how to speak Korean -- Korean Fried Chicken, to be exact.

BB.Q Chicken has launched its first U.S. online ad campaign this month. The fried chicken behemoth has more than 4,150 outlets globally, with 250 in 22 U.S. states and plans for further expansion.

Th two YouTube spots show Americans enjoying BB.Q Chicken for the first time, describing their experience in one as "Kind of spicy, kind of sweet…definitely my new obsession" and in the other, "This is the crispiest chicken in the entire world." These phrases are followed by their Korean translations and video that showcases the authentic Korean food prep at the chain as K-Pop-inspired music plays in the background.

"The creative and media strategy of this campaign …. reach and resonate with our target audience, which is open to trying new flavors and is especially drawn to authentic international dining experiences," said Andrew Lee, senior manager, marketing, for bb.q Chicken U.S., in a release.

The campaign taps into the growing American interest in Korean food and culture, which is referred to as "Hallyu" or the "Korean Wave" of influence in other countries, per the release. The trend is prominent on YouTube with K-Pop, mukbang and Korean translation videos, thus inspiring the chain to choose YouTube for the campaign's media.

Created by Hunt Valley, Maryland agency MGH, which handled all creative and media for the effort, the ads will run through 2024 on YouTube as well as on Google and Meta, followed by TikTok and influencer marketing later this year.