Did You Try BTS MEAL Yet?

What if your next meal wasn’t just about satisfying your hunger, but about connecting with a global moment? That’s exactly what McDonald’s did with the BTS Meal.

It wasn’t just Chicken McNuggets and fries. It was a piece of pop culture, a taste of BTS’s South Korean roots, and a chance to feel part of something bigger.

This was about creating an experience that made you feel like you were sharing a special moment with millions of people around the world.

Curious about how McDonald’s turned a simple meal into a global phenomenon?

Let's dive!

Executive Summary

McDonald’s launched the BTS Meal in May 2021. It was a collaboration between McDonald’s, one of the largest fast-food chains in the world, and BTS, a South Korean K-pop group that had become a global sensation.

This campaign quickly became one of McDonald’s most talked-about marketing initiatives. Their collaboration redefined how brands can connect with fans through innovative and culturally relevant campaigns.

What made this meal special was its emotional and cultural connection as it shows how a strategic partnership with a global icon could create a win-win situation.

» About McDonald’s

McDonald’s is a household name known for its consistent menu and global presence, with over 40,000 locations in 100+ countries. The company has a history of staying culturally relevant by partnering with celebrities and influencers.

Before the BTS Meal, McDonald’s had launched similar collaborations in the US, like the Travis Scott Meal. That turned out to be very successful. These partnerships aimed to bring in younger customers and keep McDonald’s at the center of pop culture.

» About BTS

BTS is short for Bangtan Sonyeondan (or Beyond the Scene in English). It is a seven-member boy band from South Korea. Since their debut in 2013, BTS has become a global phenomenon, breaking numerous music records and building a loyal fanbase, ARMY.

With over 70 million followers on Instagram (as of 2021) and billions of views on YouTube, BTS’s influence extends far beyond music. Their fanbase spans all age groups and nationalities, making them the perfect partner for a global campaign.

» The Collaboration

McDonald’s saw an opportunity to connect with younger audiences, particularly millennials and Gen Z, a significant portion of BTS’s fanbase. This partnership was not about selling a meal but creating a unique experience for fans worldwide.

The BTS Meal was launched in over 50 countries, marking the first time McDonald’s rolled out a celebrity-endorsed meal on a global scale. This approach highlighted the appeal of BTS and McDonald’s ambition to leverage that popularity in multiple markets.

» Why It Was Unique

Unlike other celebrity meals, the BTS Meal mixed cultural elements. The two dipping sauces, Cajun and Sweet Chili, were inspired by South Korean flavors, making it feel more personal to BTS and their heritage.

Plus, the purple-themed packaging with the BTS logo turned the meal into a collectible item, further enticing fans to participate.

» Campaign Goals

The collaboration had three main goals:

1. Attract BTS’s global fanbase: McDonald’s wanted to tap into BTS’s immense popularity and draw their loyal fans to its restaurants.

2. Strengthen cultural relevance: McDonald’s aimed to stay relevant in global pop culture by merging BTS and South Korean flavors.

3. Boost sales across markets: The company sought to increase foot traffic and revenue, particularly among younger people who value unique and shareable experiences.

The BTS Meal was a carefully planned collaboration to blend food, music, and culture. It showed McDonald’s ability to adapt its marketing strategies to align with global trends and consumer preferences.

Marketing Strategy

The BTS Meal was not about introducing an entirely new product. Instead, it featured familiar items from McDonald’s menu - Chicken McNuggets, medium fries, and a medium Coke - but added a unique twist.

The twist came in the form of two dipping sauces, Cajun and Sweet Chili, inspired by BTS’s South Korean heritage. That made the meal more special and culturally relevant.

This approach shifted the focus from just food to an emotional and cultural connection, making fans feel closer to their idols. Unlike most campaigns personalized to local markets, they launched it simultaneously in over 50 countries.

This global rollout made fans feel like they were part of a shared experience, no matter where they lived. The campaign united BTS’s fanbase, ARMY, across borders, allowing fans to connect through their shared love for the meal and the group.

This synchronization also amplified the hype, as fans shared their experiences on social media, creating a ripple effect worldwide.

To take this further, McDonald’s designed special purple packaging featuring BTS’s logo, which turned an ordinary meal into a collectible item. While selling food was the primary goal, many purchased it to own the packaging as a keepsake.

That became another marketing tool. Fans proudly shared pictures and videos of their BTS-themed meal on social media, generating free promotions for McDonald’s.

McDonald’s and BTS teased the collaboration weeks before the launch to build anticipation. Instagram, X, and others were flooded with hashtags like #BTSMeal and #BTSxMcDonalds, which trended globally.

Check out this this post:

And here’s the review by a customer on YouTube:

McDonald’s also released short promotional videos featuring BTS members to create buzz and drive engagement. The campaign encouraged UGC, with fans posting unboxing videos, reviews, and creative posts, further amplifying its reach.

To complement the meal, McDonald’s introduced exclusive BTS-themed merchandise.

Here’s a merch unboxing YouTube Short:

It included hoodies, T-shirts, and tote bags. They sold out quickly, adding another layer of exclusivity to the campaign. By combining food with fashion, McDonald’s also targeted those who wanted a piece of BTS.

This strategy turned the collaboration into a lifestyle moment rather than a simple fast-food offering. Although the campaign was global, McDonald’s localized its marketing efforts in each region. For example:

• In the US, the focus was on BTS’s massive digital presence and their impact on pop culture.

• In Asian countries, marketing highlighted the South Korean flavors in the meal.

• In Latin America, campaigns emphasized BTS’s global music achievements to attract new fans.

This flexibility ensured the campaign resonated with audiences in different markets while maintaining its core message. Understanding the power of the ARMY, McDonald’s composed messaging that directly engaged the fanbase and made them feel included.

Phrases like “Your BTS Meal is here” created a sense of personal connection, and fans responded with enthusiasm, turning the campaign into a viral movement.

The passion of ARMY kept the BTS Meal in the spotlight long after its launch, as fans continued to celebrate the collaboration. The timing of the BTS Meal was another key to its success. It debuted when BTS was at the peak of their global popularity.

By aligning the release with the group’s ongoing achievements, McDonald’s capitalized on the growing influence of K-pop and South Korean culture worldwide. This perfect timing made the collaboration feel fresh, relevant, and impossible to ignore.

Results

Digital Reach:

• 2.7 billion social media impressions

• Trended on Twitter, Instagram, TikTok

• Global hashtag volume: 30+ million mentions

Sales Performance:

• Estimated global revenue: $200 million

• Sales increase: 15-25% in participating markets

• Product sold in 50+ countries

Engagement Metrics:

• User-generated content: 500,000+ posts

• Average social media interaction rate: 8.5%

• YouTube video views related to the campaign: 100+ million

Brand Impact:

• McDonald's app downloads: 25% spike

• Brand sentiment: 87% positive

• Expanded youth market penetration by 12%

Comparative Significance:

• Most successful fast food celebrity collaboration of 2021

• Highest global simultaneous product launch in McDonald's history

Conclusion

The BTS Meal set a new standard for celebrity-brand collaborations. By combining BTS’s cultural influence with McDonald’s global reach, the campaign created a unique cultural moment that resonated worldwide. It boosted sales and strengthened McDonald’s reputation as a brand that understands and celebrates modern pop culture.