WELCOME TO THE BONCHON K-SIDE
INDUSTRY
QSR, Delivery
WHAT WE DID
Brand Messaging, Brand Strategy Creative Direction, Social Management, Full-Service Production
We evolved Bonchon’s Obsessed platform into K-Side — a Gen Z-focused content campaign celebrating what makes Bonchon different: the Korean side of fried chicken. Shot entirely on iPhone, the campaign blended Korean culture, American energy, and platform-native storytelling to create a fresh, fast, and highly engaging expression of the brand.
The OPPORTUNITY
Korean culture is having a major cultural moment, from K-pop and K-beauty to food, fashion, and entertainment. Bonchon has always been part of that culture, but there was an opportunity to make its Korean identity feel more central, contemporary, and unmistakable. Rather than compete as another fried chicken brand, we wanted to own what makes Bonchon different: it’s Korean fried chicken.
THE CHALLENGE
How do you make Bonchon feel native to a generation that can spot traditional advertising a mile away? We needed to create content that felt less like polished advertising and more like something Gen Z would actually want to watch, share, and engage with. And we wanted to do it with a production approach that was just as nimble as the content itself.
THE IDEA
We called it K-Side — a celebration of the Korean side of Bonchon. We took the cultural energy surrounding Korea right now and blended it with the unmistakable attitude of American pop culture. Korean flavours, spice, crunch, music, personality and style collided with the spontaneity, humour and energy of social. The result was content that made Bonchon’s difference impossible to miss.
MADE FOR THE FEED
Instead of creating traditional ads and adapting them for social, we built the content around the platforms from the start. Quick cuts, unexpected moments, personality-led storytelling and highly craveable food moments gave every piece its own reason to stop the scroll. The work felt immediate, playful and culturally plugged-in — designed to live naturally in the feed rather than interrupt it.
SHot on iphone
The entire campaign was shot on iPhone, proving that big creative doesn’t always need a big production. Working with a leaner, more nimble setup gave us the freedom to move quickly, experiment on the day and capture moments with a level of spontaneity that a traditional shoot can sometimes lose. The result was polished brand content with a distinctly raw, social-first energy.
Check back soon 👀
THE RESULTS
K-Side gave Bonchon a new way to show up for Gen Z — culturally relevant, platform-native and unmistakably Korean. By leaning into the part of the brand that makes it different, we created a campaign that felt less like another fried chicken ad and more like Bonchon owning its own lane.
Stay tuned for more stats… this campaign was legit just launched 🚀
