The Spicy Yakuyoke Whopper from Burger King Japan is a uniquely branded version of the chain's signature burger that boasts protective qualities to help people get through the New Year. The burger is named to suggest that it's helpful for warding off evil spirits or offering protection against bad luck, which is surely something people will gravitate towards at the end of 2020.
The burger itself is wrapped in red paper, a color that's associated with good fortune, and Burger King claims that the sauce used on the burger is its spiciest choice to date.
The burger, which functions like an edible amulet, can be seen in a commercial where Yakuyoke services are offered in temples to bestow people with its protective powers.
Image Credit: Burger King Japan
Key Themes Behind This Trend
- Protective Food
- The rise of protective foods, like Burger King Japan's Spicy Yakuyoke Whopper, could lead to innovative food offerings with perceived health benefits.
- Branded Protection
- More brands could tap into the desire for protection through branding, like Burger King Japan's use of red paper and the name Yakuyoke.
- Cultural Symbolism
- As cultural symbols gain popularity in different markets, brands might consider incorporating local symbolism into their offerings, as Burger King Japan did with the Spicy Yakuyoke Whopper.
Where This Applies
- Fast Food
- Fast food chains could incorporate cultural symbolism and ingredients perceived to offer protection into their menu offerings, like Burger King Japan's Spicy Yakuyoke Whopper.
- Marketing
- Marketers could utilize cultural symbolism and beliefs around protection and luck to create unique and effective branding campaigns.
- Food Packaging
- As packaging can play a key role in a product's branding, companies could explore innovative packaging using colors and symbolism that reflect local beliefs, like Burger King Japan's use of red paper for the Spicy Yakuyoke Whopper.
