Burger King Thailand has launched Blackpink-inspired menu, catering to the massive demographic of fans of the breakthrough K-pop girl group.
What's unique about this novelty marketing move is that the burger chain hasn't announced an official collaboration with the pop group, instead, they heavily imply the inspiration, boasting names such as the 'Black and Pink' burger. Regardless, this limited-edition menu is sure to appeal to fans of the group, as it presents photo-ready meals that are unique and delicious. As the name suggests, the burgers really do take on the new colorways, boasting a black and a pink look. The black burger is the chain's Black Double Grilled Onion Burger, while the pink burger is the Salmon Burger.
Image Credit: Burger King Thailand
Why This Trend Is Growing
- Fan-inspired Menus
- Burger chains can create menus inspired by popular cultural icons that appeal to demographics that share a common interest, even if no official collaboration exists.
- Colorful Fast Food
- Adding unique colors to fast food items can increase their novelty value, promote social media sharing, and attract younger customers.
- Non-endorsed Collaborations
- Brands can capitalize on popular cultural trends and icons even without an official endorsement, by using suggestive marketing and leveraging association with the trend.
Industries Being Reshaped
- Fast Food
- Fast food chains have an opportunity to create limited edition, Instagram-friendly menus that capitalize on the huge market for pop culture and fandoms, while also targeting younger customers who are more likely to share and promote such limited-edition items on social media.
- Entertainment
- Pop culture and entertainment industry can offer promotional tie-ins and official collaborations with fast food chains, especially in markets where fandoms are massive and lucrative, and where fast food is a popular choice for eating out or ordering fast food delivery.
- Social Media
- Social media platforms such as Instagram and TikTok offer brands and businesses a way to reach younger audiences through creative, visually striking content that promotes unique products and trends, while also offering a chance for organic sharing and promotion through user-generated content.
