McDonald's Taste of Korea campaign makes sizable economic impact

This promotional image shows a Changnyeong garlic beef burger and Changnyeong garlic chicken burger featured in McDonald's Korea's 2021 Taste of Korea campaign. Courtesy of McDonald's Korea

McDonald’s Korea’s Taste of Korea campaign, which has gained popularity each year with seasonal items made from locally sourced ingredients, has made significant economic impact, data showed Friday.

According to the data from market tracking agency Triplelight, the campaign, which was launched in 2021, has created a total of 61.7 billion won ($44 million) of economic value as of last year.

To compile the data, the agency used records showing sales of all Taste of Korea burgers, desserts and beverages. It also used data on the volume of locally sourced ingredients and how often the campaign was exposed and shared on media and social network platforms.

The largest value came from improvements in regions selected for the campaign, accounting for 56.7 billion won.

The report analyzed the country’s public awareness of the agricultural products used as signature ingredients, and how its improvement translated into currency value.

The data also showed that the campaign boosted earnings for local farmers by 4.49 billion won, through the company’s direct purchase of supplies.

The campaigns also created economic value by saving 460 million won through reducing farmers’ costs for treating waste generated from farming operations. The data showed that the campaign not only boosted sales for local farmers but also lowered their potential operating costs and raised public awareness of the value of domestic agricultural produce.

Local farmers in Korea are featured in one of McDonald's Korea's commercials for Taste of Korea. Courtesy of McDonald's Korea

From 2021 to 2024, Taste of Korea burgers used 169.8 tons of garlic grown in Changnyeong County in South Gyeongsang Province, 137 tons of pork fed on green tea leaves from Boseong County in South Jeolla Province, 142.4 tons of green onions from Jindo County in South Jeolla Province and 10 tons of hot peppers from Jinju City in South Gyeongsang Province.

Including desserts and beverages, the campaign has used a total of 800 tons of locally sourced ingredients.

Taste of Korea has sold 24 million food and beverage items, including 13 million burgers. Changnyeong garlic burgers and Jindo green onion cream croquette burgers were particularly popular and kept on the menu for more than one season.

Last month, McDonald’s Korea released this year’s Taste of Korea burger, which uses sweet potatoes from Iksan, North Jeolla Province. The campaign used 200 tons of local produce and sold 2.4 million of the signature Iksan sweet potato mozzarella burgers in July.

“This impact analysis report has proven that our Taste of Korea project is wielding positive influence over our domestic agricultural industry,” a McDonald's Korea official said. "We will continue the project, keep our supply chains with help of our local farmers and preserve the mutually beneficial relationship.”