# QSR Collaborative Game Ventures KFC and The Legend of Zelda Join on the Recipe Run Project By Amy Duong | Published 2023-10-10 | Tech Source: Trend Hunter, https://www.trendhunter.com/trends/recipe-run References: [designtaxi](https://designtaxi.com/news/425268/KFC-Enlists-Gamers-Worldwide-To-Recreate-Its-Fried-Chicken-In-Legend-Of-Zelda/) & [youtube](https://www.youtube.com/watch?v=ZhWPGcDf7_o&utm_source=DesignTAXI&utm_medium=DesignTAXI&utm_term=DesignTAXI&utm_content=DesignTAXI&utm_campaign=DesignTAXI)  [KFC](https://www.trendhunter.com/trends/the-recipe-run) recently announced a [unique collaboration](https://www.trendhunter.com/trends/kfc-x-asus-rog) with Speedrun Espanol to highlight its fried chicken to the realm of The Legend of Zelda: Tears of the Kingdom with the Recipe Run project. It is inspired by gamers who participated from 17 different countries -- all of which join to replicate the signature chicken by KFC within the virtual space of the game itself. The winning trophy is a golden design that is shaped like a chicken thigh which is valued at US$11,560. Participants were tasked with the idea of [collecting ingredients virtually](https://www.trendhunter.com/trends/mcdonalds-side-missions). This included oil, chicken, and a specific blend of its 11 herbs and spices within the borders of the game. According to KFC, about 2,500 contestants participated in Spain and increased web traffic by 58%. Image Credit: PS21 ## Trend Insights (Trend Hunter) - Score: 4.0/10 - Popularity: 50% | Activity: 53% | Freshness: 18% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, South America, Europe, Asia, Africa ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Tech](https://www.trendhunter.com/tech) > [Games](https://www.trendhunter.com/games) ## Key Themes ### Why This Trend Is Growing - **Virtual Brand Collaborations:** The collaboration between KFC and Speedrun Espanol showcases the trend of virtual brand collaborations, bridging the gap between virtual gaming and real-world products. - **Virtual Culinary Experiences:** The Recipe Run project by KFC demonstrates the growing trend of virtual culinary experiences, where participants can virtually collect ingredients and replicate recipes within video games. - **Global Gaming Competitions:** The participation of gamers from 17 different countries in the Recipe Run project highlights the trend of global gaming competitions, bringing together players from diverse locations for a shared gaming experience. ### Industries Being Reshaped - **Fast Food:** The collaboration between KFC and Speedrun Espanol presents an opportunity for the fast food industry to engage with gamers through virtual brand collaborations. - **Gaming:** The Recipe Run project creates a new avenue for the gaming industry to explore virtual culinary experiences and incorporate real-world products into gameplay. - **Digital Marketing:** The success of the Recipe Run project in increasing web traffic for KFC in Spain showcases a potential disruptive innovation opportunity for the digital marketing industry to leverage gaming collaborations for brand promotion. ## Related on Trend Hunter - [In-Game Recipe Challenges](https://www.trendhunter.com/trends/the-recipe-run.md) - [Gamer-Targeted Sandwich Promos](https://www.trendhunter.com/trends/kfc-chicken-sandwiches.md) - [QSR Icon Game Characters](https://www.trendhunter.com/trends/chef-colonel-sanders.md) - [Video Game-Based Prize Packages](https://www.trendhunter.com/trends/mac-cheese-x-nintendo.md) - [Gamer-Centric Fast Food Campaigns](https://www.trendhunter.com/trends/burger-to-king.md) - [QSR-Backed Collectible Deals](https://www.trendhunter.com/trends/kfc-china-1.md) - [Video Game-Inspired QSR Promotions](https://www.trendhunter.com/trends/chipotle-7.md) - [Show-Inspired Pink Tonal Sandwiches](https://www.trendhunter.com/trends/kfc-and-netflix.md) - [Mythical Fast-Food Collabs](https://www.trendhunter.com/trends/black-myth-wukong-menu.md)