Food chain boosts profile on back of BTS member's mispronunciation

BTS member Jungkook mispronounces Chipotle as Chicotle in a recent BTS Bomb video. Captured from Bangtan TV YouTube channel

By Kwak Yeon-soo

The American fast-food restaurant chain Chipotle Mexican Grill changed its Twitter handle to "Chicotle" after a video of BTS member Jungkook mispronouncing its name went viral online.

In a new Bangtan Bomb video released via Bangtan TV's YouTube channel, BTS members were seen enjoying burrito bowls at Chipotle after appearing in "The Late Late Show with James Corden."

The video shows Jungkook opening a chipotle bowl as he asks the film crew: "What is this, chicotle?"

Soon after the video went viral, a BTS fan left a comment saying "If Jungkook said it's chicotle, then it's chicotle." Chipotle's official Twitter handle retweeted a fan's post, who shared the video clip of Jungkook trying to pronounce chipotle, and wrote, "It's chicotle from now on."

This is not the first time that a food chain tried to seek a promotional boost from BTS.

McDonald's, the world's leading burger chain, changed its Twitter account name to the style in which Jungkook created his Instagram username.

Like the star replaces his name's initials in his Instagram handle with underscores "abcdefghi__lmnopqrstuvwxyz" the fast food chain followed suit using "McD" in its Twitter username, "ab_ _efghijkl_nopqrstuvwxyz."

The fast food giant also collaborated with BTS on rolling out a meal set last year. The "BTS Meal" went on sale across 50 countries around the world last February. Globally, its same-store sales grew 40.5 percent in the second quarter of 2021 from the same period a year earlier.

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