Stray Kids' Felix named global ambassador for Korean fried chicken campaign
Felix of K-pop group Stray Kids appears in a teaser video for Genesis BBQ Group’s new menu, released Tuesday, after the fried chicken franchise named him its new global model. Courtesy of Genesis BBQ Group
Felix of K-pop group Stray Kids was announced as the new global face of Genesis BBQ Group's fried chicken chain Tuesday, as the company leverages his profile to promote its Korean fried chicken overseas.
Stray Kids has scored eight No. 1 albums on the Billboard 200, the most by any group this century. Felix has also drawn attention beyond music through his work as a global brand ambassador in fashion and beauty.
The company's premium Korean fried chicken strategy aligns with Felix's image, Genesis BBQ Group said, adding that he has long been a fan of the brand.
The fried chicken franchise cited Felix’s previous mentions of the menu while communicating with fans. He has discussed Crunch Butter Chicken and Jamaica Sotteok Manna Chicken — featuring sausage and rice cake skewers — while sharing his preferred meal combinations.
The franchise also released two teaser videos for new menu items featuring Felix.
"Felix has global influence with a distinctive presence not only in music but also in fashion and beauty," the group's spokesperson said. "Because he has a story of consistently enjoying BBQ, we expect him to help us reach consumers at home and abroad more naturally".
Genesis BBQ Group operates more than 800 stores in 57 countries. The company said it plans to work with Felix on various marketing campaigns aimed at global consumers.
This article from the Hankook Ilbo, the sister publication of The Korea Times, is translated by a generative AI system and edited by The Korea Times.